In 1931, Haddon Sundblom submitted a painting of a fat and jolly Santa, with a red suit and cap, for a Coca-Cola advertising campaign. At the time, many people associated Coca-Cola as a drink for warm weather. The campaign was designed to encourage people to enjoy Coke year round. It was a success. The ads also had an unintended effect in that they turned Sundblom's crimson-clad—and Coca-Cola branded—Santa into a universally recognized Christmas icon.