First, I love the photos. They are great. They made identification very easy. Although there is no date for this little Santa, I think he is from the 60's. According to the author, there have been many variations of Santas. The interesting thing is that most of them have white boots. Yours has black boots, which, oddly enough, makes it more valuable. The book prices it at $100.
That's a start, but there are a couple things to note here. Firstly, the author states he does perfer these collectibles and he has seen them sell for more. That tells me there is a better market value. Secondly, however, I noticed the belt is broken, but Santa is in fine shape otherwise. This may take away from the value.
All in all, I think you have a great collectible there. Coke's Christmas items have always been good on the market and I have noticed on eBay that items going back into the 60's seem to sell quite high.
Thanks for taking the time to answer my letter. I guess I didn't mention that my ex-husband remembers playing with the Santa in the late 50's and he thinks it had been around for a while before that. Thanks again for your reply. Anne