Brand Advertising. The committee is constantly making efforts to increase the amount of private advertising by coffee roasters, and it estimates that brand advertising has increased at least three hundred percent since the national campaign began. Reproductions of the committee's advertisements, proofs of advertising electrotypes, and copy suggestions are circulated in advance to all roasters and to a large number of retailers, by means of the monthly organ, The Coffee Club.
Coffee Week. During the week of March 29 to April 4, 1920, the committee organized and financed the third national coffee week, which was observed by retailers throughout the country. The feature of this week was a window-trimming contest for which prizes of $2,000 were distributed among several hundred grocers. The contest resulted in displays of coffee in nearly 10,000 grocery windows, and greatly increased the sale and consumption of coffee during this period.
Motion Pictures. The United States fund financed the production and distribution of a coffee motion picture, 128 prints of which were sold to roasters, who exhibited them throughout the country. This picture was shown during coffee week to more than six hundred theater audiences, and it remains in the possession of the trade as an active advertising medium.
Specimens of the 1921 Magazine and Newspaper Copy
EDUCATING THE DOCTOR IN THE FACTS ABOUT COFFEE, 1922