lmost
unlimited opportunities.

The campaign has brought into co-operation producers in one country, and
manufacturers and distributers in another country, several thousand
miles apart. Its international character, and also the fact that it
deals with a product of almost universal use, may account for the
attention this campaign has received, not only in the United States, but
in every country where advertising is a business factor.

This kind of coffee publicity has given the consumer a better knowledge
of coffee, and broken down much of the prejudice against coffee that
rested upon popular misunderstanding of its physiological effects.

As best evidence of its sincere wish to give the public the whole truth
about coffee, the committee points to the fact that a portion of its
funds is being used to finance the scientific investigation at the
Massachusetts Institute of Technology.

Felix Coste, the secretary-manager of the campaign, spends much of his
time traveling about the country and addressing gatherings of coffee
wholesalers and dealers. By this means, and by continuous
circularization and correspondence, the trade is kept constantly in
touch with the developments of the campaign.

[Illustration: MAGAZINE AND NEWSPAPER ADVERTISING COPY, SPRING OF 1922]

[Illustration: PRIVATE BRAND COFFEE ADVERTISING IN 1921

Report from 77 Advertisers]

Although Brazil is the only coffee-producing country at present
co-operating, the advertising has treated all coffees alike. Efforts are
being made to have the coffee growers of other countries contribute on a
basis proportionate to the benefit they derive. Support from all the
coffee countries on the same scale as that on which the producers of Sao
Paulo are contributing would almost double the size of the fund.

[Illustration: SPECIMEN OF EARLY YUBAN COPY]

_Coffee Advertising Efficiency_

Reverting to the original advertisement for coffee in English, when we
compare it with the latest examples of advertising art, it is of the
same order of merit. But Pasqua Rosee had no advertising experts to
advise him and no precedents to follow. Pasqua Rosee was a native of
Smyrna, who was brought to London by a Mr. Edwards, a dealer in Turkish
merchandise, to whom he acted as a sort of personal servant. One of his
principal duties was the preparation of Mr. Edwards' morning drink of
Turkish coffee.

"But the novelty thereof," history tells us, "drawing too much company
to h