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The Devious Ad Campaign That Convinced America Coffee Was Bad for Kids - Business - The Atlantic
www.theatlantic.com/business/print/2013/12/the-devious-ad-campaign-that-convinced-america-coffee-was-bad-for-kids/282676/
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The Devious Ad Campaign That Convinced America Coffee Was Bad for Kids - Business - The Atlantic
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"Children 'brought up' on Postum are free from the evil effects of caffeinethe habit-forming drugin coffee and tea," a 1910 ad informed parents, beginning a pitch that would probably go over fairly well with many a Whole Foods shopper today. "Postum is made of clean, hard wheat, skillfully roasted, including the bran-coat which contains the Phosphate of Potash (grown in the grain) for building healthy brain and nerve tissue. "Begin early to insure a healthy nervous system for the little ones."
www.theatlantic.com/business/print/2013/12/the-devious-ad-campaign-that-convinced-america-coffee-was-bad-for-kids/282676/
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The Devious Ad Campaign That Convinced America Coffee Was Bad for Kids - Business - The Atlantic
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Later, the company introduced a comic strip character named Mr. Coffee Nerves, who deviously disrupted his victims' lives by making them irritable and jittery (or causing indigestion). The maddening grip of the coffee bean was so strong, apparently, that it could convince a child to up and run away from home. The ads always wrapped up with a happy ending after the hapless coffee drinker had, of course, switched to Postum.
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Postum remained America's favorite coffee substitute late into the century, making up 87 percent of the market as of 1995. The problem was that, by then, the market was "moribund," as TheNewYork Timesput it, totaling just $7.5 million a year. It was, after all, the dawn of the Starbucks era. Meanwhile, a growing body of research has shown that coffee can be good for your health, and as Smithsonian's Stromberg reports, virtually none has demonstrated real ill-effects in children. Kraft Foods pulled Postum from shelves entirely in 2007, but reintroduced it last year. According to Utah's DeseretNews, the drink is still a breakfast staple in Mormon households, which are forbidden, of course, from drinking coffee.* *CorrectionDecember28:An earlier version of this article stated incorrectly that Mormons are forbidden from drinking caffeine. In 2012, The Church of Jesus Christ of Latter-day Saints clarified that its traditional ban on "hot drinks" only encompassed coffee and tea, and not other caffeinated beverages, such as sodas. We regret the error. This article available online at: http://www.theatlantic.com/business/archive/2013/12/the-devious-ad-campaign-that-convincedamerica-coffee-was-bad-for-kids/282676/ Copyright 2014 by The Atlantic Monthly Group. All Rights Reserved.
www.theatlantic.com/business/print/2013/12/the-devious-ad-campaign-that-convinced-america-coffee-was-bad-for-kids/282676/
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