The League of Honest Coffee Lovers
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.
More info: Lens Coffee
Those who agreed with the goals of the League of Honest Coffee Lovers could send away and get a certificate of membership.
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.
More info: Lens Coffee
Life - Jan 11, 1960
Those who agreed with the goals of the League of Honest Coffee Lovers could send away and get a certificate of membership.
Comments
"How strong do you want your coffee?"
"I want it to show up on a drug test."
What gets me about these ads is the scooter. I watch picker/collector/scrounger shows. They always go crazy when they find one of those and talk about how popular the little Italian imports were (and they must be/have been considering the fact that a rusted out hulk of one will bring a thousand today).
But I've never seen one in the wild. They've always been a thing of museums and foreign movies. I find it odd to be in an American advertisement.
"I want it to show up on a drug test."
What gets me about these ads is the scooter. I watch picker/collector/scrounger shows. They always go crazy when they find one of those and talk about how popular the little Italian imports were (and they must be/have been considering the fact that a rusted out hulk of one will bring a thousand today).
But I've never seen one in the wild. They've always been a thing of museums and foreign movies. I find it odd to be in an American advertisement.
Posted by Phideaux on 09/28/24 at 12:04 PM
I'm a tea drinker myself - and I mean real tea, not herbal or flowery or rooibos - but I'd love to see a scrap between these guys and MermaidCoffee an'all. I'll bet this lot'd win.
Posted by Richard Bos on 09/28/24 at 12:30 PM
@Phideaux
In the 60s there was a surge of interest, mostly among college students, for small scooters. So this campaign was aiming at the 20 year old demographic it seems. Vespa was the go-to manufacturer. A little later Japan and Britain began exporting small motorcycles. In 1970 I hit my college years and bought a Honda scooter.
In the 60s there was a surge of interest, mostly among college students, for small scooters. So this campaign was aiming at the 20 year old demographic it seems. Vespa was the go-to manufacturer. A little later Japan and Britain began exporting small motorcycles. In 1970 I hit my college years and bought a Honda scooter.
Posted by eddi on 09/29/24 at 04:50 AM
Someone needs to pitch this as an alternative to the League of Extraordinary Gentlemen
Posted by crc on 09/30/24 at 04:50 AM
Category: Clubs, Fraternities and Other Self-selecting Organizations | Advertising | Coffee and other Legal Stimulants | 1950s