received daily at
its office from consumers in different parts of the country, and that
the booklets are the means of a constant campaign of education in
American homes and schools.

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.

[Illustration: SPECIMENS OF THE 1921 MAGAZINE AND NEWSPAPER COPY]

[Illustration: EDUCATING THE DOCTOR IN THE FACTS ABOUT COFFEE, 1922]

NEW USES FOR COFFEE. An important factor in increasing consumption has
been the promotion of new uses for coffee. In winter, this has taken the
form or recipes and suggestions for coffee as a flavoring agent; and in
warm weather, there has been a publicity drive for iced coffee.

_Propaganda Results_

The joint coffee trade publicity campaign is progressive. New features
are being developed, and plans are laid well in advance. It is expected
that the reports of the scientific research will furnish fresh material
for both direct and indirect advertising.

One of the interesting prospects is a school exhibit, demand for which
has been revealed by requests from a large number of teachers,
principals, and school superintendents. Efforts to increase the
popularity of a product as widely used as coffee suggest a