Patrick Courrielche
In 2015, Courrielche wrote a long form story "St. Nicholas: The Birth Of A Social Weapon" on the origin of Santa Claus and introduced the concept of a "social weapon" - a packaged idea, message, or product that is used by an individual or group to advance their cause. Courrielche argued that New York City elites crafted Santa Claus from St. Nicholas, a widely known patron saint, to stabilize a city plagued by annual misbehavior every December. Santa Claus was then used as a "social weapon" by merchants, craftsman, city rulers, parents, newspapers, and others to benefit their endeavors. The essay was added to the St. Nicholas Center's resource on the Origin of Santa Claus.
Santa Claus
Images of Santa Claus were further popularized through Haddon Sundblom's depiction of him for The Coca-Cola Company's Christmas advertising in the 1930s. The popularity of the image spawned urban legends that Santa Claus was invented by The Coca-Cola Company or that Santa wears red and white because they are the colors used to promote the Coca-Cola brand. Historically, Coca-Cola was not the first soft drink company to utilize the modern image of Santa Claus in its advertising—White Rock Beverages had already used a red and white Santa to sell mineral water in 1915 and then in advertisements for its ginger ale in 1923. Earlier still, Santa Claus had appeared dressed in red and white and essentially in his current form on several covers of "Puck" magazine in the first few years of the 20th century.
The image of Santa Claus as a benevolent character became reinforced with its association with charity and philanthropy, particularly by organizations such as the Salvation Army. Volunteers dressed as Santa Claus typically became part of fundraising drives to aid needy families at Christmas time.