The popularity of coffee is unaffected.

In a consumer-oriented society, the popularity of any consumer product is not affected by commercial advertising, and so is coffee.

This is especially true of American coffee. In the history of American coffee, some people have become coffee tycoons in just ten years because of the successful establishment of brand concept and effective marketing means. There are also people who give away great things because of their contempt for advertising, and their hundred-year-old foundation is destroyed at once.

For coffee-addicted Americans, apart from war, almost nothing can affect their coffee as much as advertising. Advertising is not only a means of competition for all businessmen in the coffee industry, but also a means of competition between the coffee industry and other beverage industries.

For a long time after World War II, coffee makers in the United States did not catch on to the new generation born in the postwar "baby boom" like Coke, because they lacked creative advertising to attract teenagers. As early as 1909, Harvard University psychology professor Musterberg delivered a speech on the Psychology of doing Business, proposing that "businessmen will eventually find that consumers are just a combination of psychological conditions." The human mind is like a machine in a factory, and there is a way to control it at will. "unfortunately, coffee makers do not know how to control the psychology of consumers for a long time.

What is even more fatal is that coffee makers have adopted a shoddy strategy in pursuit of profits, so that coffee continued to decline in the American market in the 1950s and 1960s, and the huge market was surrendered to Coke.

However, some coffee makers have realized the seriousness of the situation and have begun to work to change American coffee habits and promote boutique coffee. However, it is not easy to completely defeat the coffee habit that Americans have developed since the founding of the people's Republic of China, and it is even more difficult to recapture the market from Coke. Fortunately, in the 1980s, things have changed, and Americans' penchant for boutique coffee is on the rise again, but it will take time for boutique coffee to return to its former state.

In fact, the chief culprit of failed coffee advertising is not advertising, but the marketing direction and strategy of coffee merchants who are instructive to advertising. If coffee makers could unite to establish a positive image of coffee, shoddy coffee would not have been popular in the United States for 20 years; if coffee merchants did not mix cheap beans with high-quality beans and emphasized the myth that "a pound can brew 60 cups", coffee would not be so easily defeated by Coke.