What marks the beginning of the holiday season for you? Is it the smell of ginger, pumpkin and spiced baked goods? Is it the sound of that familiar yuletide song on the radio? Or is it the sight of that first Coca-Cola holiday advertisement?

For many, Coca-Cola is indeed the brand that comes to mind when getting into the holiday spirit. This is more than reasonable, if not completely understandable, since Coca-Cola has been hard at work on branding themselves for the holidays since 1931.

That first decade or so of holiday magazine advertisements really portrays how Coca-Cola used familiar stories, pop culture and current events to become the quintessential holiday brand.