The Real Story Behind Rudolph’s Red Nose

Before the Song, There Was a Marketing Department

Most Christmas icons begin with folklore, faith, or centuries of tradition. Rudolph the Red-Nosed Reindeer? He began with a department store’s cost-cutting initiative.

In 1939, Montgomery Ward—known then as one of America’s retail giants—wanted to develop its own in-house Christmas booklet to give away to families. For years, the company had purchased coloring books from outside publishers. But in the thick of the Depression, executives decided they could save money by producing their own.

Enter Robert L. May, a 34-year-old copywriter who was asked to create a new Christmas story. May, soft-spoken and thoughtful, took inspiration from his own childhood as a shy, often-overlooked boy. He imagined a young reindeer who didn’t fit in—until the very trait that made him different became the source of his greatest strength.

A Red Nose Nearly Canceled the Character

Originally, the company hesitated. At the time, a “red nose” was commonly associated with drunkenness. Executives worried that parents might interpret the character the wrong way.

But when an illustrator delivered early drawings showing a sweet-faced reindeer with a glowing, gentle red nose, the team approved it. The story became an instant hit.

Montgomery Ward printed 2.4 million copies that first year.

The Song That Made Him Unstoppable

Most people today think Rudolph began with the 1949 song recorded by Gene Autry. In truth, the song came a decade later—and was written not by May, but by his brother-in-law, songwriter Johnny Marks.

Autry didn’t even want to record it at first. His wife convinced him. Good thing she did:
It became one of the best-selling songs of all time.

A Story That Still Reflects America

Rudolph has endured across generations because he carries themes deeply woven into the American story:

• Individuality matters.
• Strength often comes from what sets us apart.
• Hardships can become advantages in the right moment.

Whether intentional or not, Montgomery Ward created more than a promotional giveaway. They created a symbol of resilience, acceptance, and holiday magic.

From Corporate Copy to Cultural Icon

Few ad campaigns survive a decade. Rudolph has survived nearly a century. And his red nose still shines as brightly as ever—proof that sometimes the most enduring American stories can emerge from the most unexpected places.