Sundblom’s broad, creamy brush strokes and evocations of inner warmth were fine for creating impressions and moods, but the bottle of Coca-Cola in the picture had to be an exact, flawless reproduction, right down to the tiny lettering of the trademark and patent registrations. Sundblom was free to reshape the popular concept of Santa Claus, that is, but not to tamper with Coca-Cola.
