Feel a wave of retro coffee posters from more than 60 years ago, bringing the coffee industry back to life.

Coffee shops can be seen everywhere on the street. If you want to drink a cup of coffee, you can deliver it by phone. If you have time, you might as well invite a few friends and find a coffee shop to chat and talk nonsense. Many people even dream of opening a coffee shop, coffee, sunshine, cats, and a cozy afternoon.

However, at the beginning of the 20th century, coffee was ill-fated and nearly eliminated. On the one hand, people are skeptical about the impact of coffee on people's health, on the other hand, the global economic depression has led many people to choose cheaper drinks instead.

At the right time, the Pan American Coffee Bureau (Pan-American Coffee Bureau,PACB) appeared, a commercial organization focused on increasing coffee consumption in the United States and Canada, did a series of coffee promotion, and finally brought the coffee industry back to life.

"Darling, to make good coffee, put a tablespoon of coffee powder in each cup."

At the very beginning, the Pan American Coffee Bureau focused on the popularization of science, trumpeting the benefits and absolute harmlessness of drinking coffee, and telling people how to make delicious coffee and develop the habit of drinking coffee. and put a series of affectionate advertising pictures in the magazine.

"every little girl should know. How to make good coffee. "

"the postman always drinks coffee twice (does he ring the bell once? ) "

"Merry Christmas, everyone! Have a good sleep, too! Coffee won't keep you awake! "

"some people think it's not good for doughnuts to make coffee. I'm telling you, this is fun!"

"take the doctor's advice. Coffee is good for your health, and it won't keep you awake!"

Around 1948, just after World War II, people began to have more longings for life. Pan American Coffee Bureau grasped this mentality, equated "coffee" with "beautiful" and put forward the theme of "coffee makes good things happen (Good things happen over coffee)".

"Dad was drinking coffee and telling stories about his adventures."

"your first year here!"

"the beauty of the ring, the warmth of the coffee."

"it's not a train, it's their own little world."

By the early 1950s, the advertising claim had not changed much, but the picture style had changed slightly, becoming more witty and lovely, and more prominent in the warm atmosphere of life.

"how sweet Jim is, he's making coffee."

"the game is suspended! It's coffee time, son! "

"Ah, Nan is making coffee. That's exactly what I need! "

"Joe is making coffee. It almost saved my life! "

"I bet it's coffee? Or I'll eat the new rabbit! "

"Honey, it's all yours. I smell coffee!"

Around 1953, coffee had basically become a necessity in American life at that time, but in order to make coffee a regular pastime, the Pan American Coffee Bureau put forward a proposal of "coffee time Coffee Break", similar to the current "afternoon tea time". It is this wave of advertising campaign that has turned "coffee time Coffee Break" into a cultural habit that continues to this day in the United States.

"there is no more pleasant moment than drinking coffee."

"take a short break and work better."

In the 1960s, when American society became more independent and open to itself, the Pan American Coffee Bureau launched a friend-themed advertising series: "good coffee is like friendship, rich, warm, warm (Good coffee is like friendship, rich and warm and strong.)".

"at the party, add some coffee."

"read your letter, accompanied by coffee."

"I'll stay with you. Come on, have some coffee."

It is against this background and the efforts of the Pan American Coffee Bureau that coffee has become a culture of life in the United States, and then slowly infiltrated and spread to the world. The Pan American Coffee Company, in the 1970s, gradually lost the opportunity to display its talents and stopped operating.

Just imagine, if the Pan American Coffee Company had been transformed into an advertising company at that time, it would have been a legend in the advertising industry now.