Aug 1971: Posters appeared around Stockholm showing U.S. President Richard Nixon drinking a cup of coffee. They appeared to be ads for Gevalia coffee — though it seemed odd that Nixon would do an ad for Gevalia.
image source: moderna museet According to Google Translate, "Gevalia dricks mest" means "Gevalia is drunk the most"
It turned out that the posters were the work of artist Kjartan Slettemark. He had combined an image of a hand holding a coffee cup, taken from an actual Gevalia ad, with a photo of Nixon distributed by the U.S. embassy. The posters were apparently a satirical commentary on the recent acquisition of Gevalia by an American company.
In 1971, Kjartan Slettemark came across a campaign poster featuring Nixon's portrait, innocently sent out by the American embassy. It hung on the studio wall for a few weeks when one day he asked for an advertisement poster for Gevalia coffee that he had seen at his local shop. The advertisement image showed a smiling woman lifting a coffee cup. When he cut out the woman's hand and placed it on the Nixon image, the size, colour, and lighting matched perfectly. He immediately wanted to print the work as a poster but could not afford the printing himself. He added the text "Moderna Museet - Open every day 12 - 22" and submitted it for printing at the press used by Moderna Museet. The poster was printed, and the bill was sent to Moderna Museet. The next morning, Stockholm's advertising pillars were filled with Nixon posters. Moderna Museet reacted and wrote a letter to the artist prohibiting him from selling or distributing the image. Despite this, the image continued to appear around the city. Kjartan Slettemark continued to work with the image, cutting away the museum's text and making it even more similar to Gevalia's campaign image. The fake Gevalia poster was political art. A protest against the US war in Vietnam and against American imperialism. In 1971, the Gävle company Gevalia had been acquired by the multinational corporation General Foods – thus finding itself on the enemy's side. The story continues as the advertising text is cut away and gradually develops into the collage series "Nixon Visions," where the president's face is distorted in various ways.
Three years later, Slettemark returned to Nixon as a subject. Slettemark applied for a new passport, but instead of submitting a picture of himself he used an altered picture of Nixon. The passport authorities accepted it. Images and text below from Cabinet magazine (Spring 2009):
The Pan-American Coffee Bureau was a marketing organization that represented coffee growers from Central and South America. In 1959, it created and promoted the "League of Honest Coffee Lovers." This was a pseudo-grassroots league of Americans rallying to demand stronger coffee.
Apparently American coffee had been getting weaker and weaker. In 1950 it was common for restaurants to brew 46 cups from a pound of coffee. By 1959, by adding more water, they were getting 64 cups from a pound. The Pan-American Coffee Bureau wanted to stop this trend.
The League of Honest Coffee Lovers was, itself, just a flash in the pan. But the Pan-American Coffee Bureau had a huge influence on American coffee culture. It's credited with creating the term "coffee break" and getting lots of people to take them. It popularized the year-round drinking of iced coffee. And ultimately it did get Americans drinking stronger coffee.
Gus Comstock of Minnesota set a record back in 1927 by drinking 85 cups of coffee in 7 hours and 15 minutes.
Bridgewater Courier-News - Jan 18, 1927
Others subsequently claimed to have beaten his record. Albert Baker of San Francisco claimed to have drunk 157 cups of coffee in 6 hours 20 minutes. However, Comstock complained that there was nothing official about his challenger's claims. They just said they had beaten his record. And Comstock ended up being the most well-remembered champion coffee drinker. Stumbeano's Coffee Roasters (located in Comstock's home town of Fergus Falls) now sells a "Gus Comstock Blend" of coffee.
An ode to caffeine. Is Starbucks looking for a new theme song?
My favorite line is: "You date a girl and find out later/She smells just like a percolator."
Lyrics
Way down among Brazilians
Coffee beans grow by the billions
So they've got to find those extra cups to fill
They've got an awful lot of coffee in Brazil
You can't get cherry soda
'Cause they've got to fill that quota
And the way things are I'll bet they never will
They've got a zillion tons of coffee in Brazil
No tea or tomato juice
You'll see no potato juice
The planters down in Santos all say no no no
The politician's daughter
Was accused of drinking water
And was fined a great big fifty dollar bill
They've got an awful lot of coffee in Brazil
You date a girl and find out later
She smells just like a percolator
Her perfume was made right on the grill
Why they could percolate the ocean in Brazil
And when their ham and eggs need savor
Coffee ketchup gives 'em flavor
Coffee pickles way outsell the dill
Why they put coffee in the coffee in Brazil
So your lead to the local color
Serving coffee with a cruller
Dunking doesn't take a lot of skill
They've got an awful lot of coffee in Brazil
According to what may be legend, King Gustav III of Sweden conducted that country's first clinical trial during the second half of the 18th century. He wanted to determine whether drinking coffee was bad for one's health. He firmly believed it was. The story is told on the website of Sweden's Uppsala University Library:
The king Gustav III viewed coffee consumption as a threat to the public health and was determined to prove its negative effects. It is said that he decided to carry out an experiment on two prisoners. Two twins had been tried for the crimes they had committed and condemned to death. Their sentences were commuted to life imprisonment on the condition that one of the twins drank three pots of coffee every day while the other drank the same amount of tea, and this for the rest of their lives, in order to see if the coffee affected their life expectancy. Unfortunately the king died before the final result of his experiment: the first twin died at the age of 83 and he was the one who drank tea!
Barstow Desert Dispatch - Jan 7, 1991
Wikipedia notes that the authenticity of the coffee experiment story has been questioned. Though it doesn't say why.
As far as I can tell, the earliest English-language reference to the story appeared in a 1937 issue of The Science News-Letter. This account was then widely reprinted in newspapers (see below).
The Science News-Letter attributed the information to the Swedish-born botanist Bror Eric Dahlgren, who was a curator at the Field Museum in Chicago. Dahlgren did author a 1938 pamphlet about the history of coffee, which you can read online at the Biodiversity Heritage Library, but it doesn't include the story of King Gustav. I can't locate where else Dahlgren might have told the story of the coffee experiment, which makes it impossible to check his references.
A 44-year-old man presented in May, 2001, with muscle cramps. He had no medical history of note, but volunteered the fact that he had been drinking up to 4 L of black tea per day over the past 25 years. His preferred brand was GoldTeefix (Tekanne, Salzburg, Austria). Since this type of tea had given him occasional gastric pain, he changed to Earl Grey (Twinings & Company, London, UK), which he thought would be less harmful to his stomach. 1 week after the change, he noticed repeated muscle cramps for some seconds in his right foot. The longer he drank Earl Grey tea, the more intense the muscle cramps became.
After 3 weeks, they also occurred in the left foot. After 5 weeks, muscle cramps had spread towards the hands and the right calf. Occasionally, he observed fasciculations of the right adductor pollicis and gastrocnemius. Additionally, he noted distal paraesthesias in all limbs, and a feeling of pressure in his eyes, associated with blurred vision, particularly in darkness...
The patient assumed that there was a relation between his symptoms and his tea consumption, and stopped drinking Earl Grey after 5 months, reverting to pure black tea again. Within 1 week, his symptoms had completely disappeared. Symptoms also remained absent if he completely withdrew from tea, which he did in the nature of experiment, for about a week. He found that his symptoms did not recur as long as he consumed no more than 1 L of Earl Grey daily.
When last seen in November, 2001, neurological examination, nerve conduction studies, and electromyography were normal. He was still drinking 2 L of plain black tea daily (his entire fluid intake), and had no complaints.
The moral of his story is that 2 liters of tea a day is apparently fine. But 4 liters is asking for trouble.
Paul Di Filippo
Paul has been paid to put weird ideas into fictional form for over thirty years, in his career as a noted science fiction writer. He has recently begun blogging on many curious topics with three fellow writers at The Inferior 4+1.