An old mug holds memories of coffee industry’s push for young minds
Soon, a package arrived at his door. Inside was an oddly shaped ceramic vessel designed to administer a dose of the cartel’s signature product, a dark, greasy liquid known on the streets as “joe,” “mud” and “java.”Dave pulled that mug out of storage the other day, reminded of its existence by myon the clear, globe-shaped coffee mugs Nescafé sold in the 1970s. The Nescafé mugs were from one coffee company. Dave’s mug was from coffee itself.“Night Gallery.
This was a multipronged effort. The trade group upped the frequency of a one-minute coffee commercial it was airing on such shows as “The Time Tunnel,” “The Avengers” and “The Wide World of Sports.”Meanwhile, the PR firm Harshe-Rotman & Druck was tasked with urging communities to create unique spaces where coffee could be consumed: coffeehouses. It established a coffeehouse council and distributed a booklet on how to open a coffeehouse.
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