Comments on: Coffee ad: we're as good as Army mess-hall joe! http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html Brain candy for Happy Mutants Wed, 19 Jun 2013 19:21:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: Thorzdad http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063168 Thorzdad Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063168 Until very, very recently, coffee (at least in the US) was not the refined, nuanced foodie nectar that it is today. Back at the time of this ad, the main criteria for being judged a good cup-o-joe came down to three things...Hot, strong, and black as pitch. You know that early scene in <i>Saving Private Ryan</i>, where Tom Hanks is at the command post and watches someone slice up a huge hunk of a sandwich and then pour what looks to be a boiling-hot pot of black tar into a cup? Yeah. That's how good US-of-A coffee was judged back in the day. Until very, very recently, coffee (at least in the US) was not the refined, nuanced foodie nectar that it is today. Back at the time of this ad, the main criteria for being judged a good cup-o-joe came down to three things…Hot, strong, and black as pitch.

You know that early scene in Saving Private Ryan, where Tom Hanks is at the command post and watches someone slice up a huge hunk of a sandwich and then pour what looks to be a boiling-hot pot of black tar into a cup? Yeah. That’s how good US-of-A coffee was judged back in the day.

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063680 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063680 Almost anything preceded by the word "trench" sounds as grizzled and potentially terrible as it can be. Trench coffee sounds about as good as the wrong end of a trench gun or trench foot. Almost anything preceded by the word “trench” sounds as grizzled and potentially terrible as it can be. Trench coffee sounds about as good as the wrong end of a trench gun or trench foot.

]]> By: Mike L http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063186 Mike L Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063186 Ha, we have a print of this ad up next to the coffee machines in my office. I always wondered why "supplied to the boys in the trenches" was a selling point. Ha, we have a print of this ad up next to the coffee machines in my office. I always wondered why “supplied to the boys in the trenches” was a selling point.

]]> By: Donald Petersen http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063205 Donald Petersen Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063205 If I am not much mistaken, during wartime, a large fraction of the real coffee was sent to the boys at the front. I imagine there might not have been the easy global coffee importing business at the time, so if coffee wasn't quite as commonplace domestically then as it is now, then if they sent all the good stuff overseas, the folks on the home front would be left drinking... well, I seem to remember it was something made with chicory. I'd guess it would be akin to rubber and chocolate rationing during WWII. In any case, you kids today who've never had to make a sacrifice during wartime (and that, of course, would include me) had better start appreciating it. If I am not much mistaken, during wartime, a large fraction of the real coffee was sent to the boys at the front. I imagine there might not have been the easy global coffee importing business at the time, so if coffee wasn’t quite as commonplace domestically then as it is now, then if they sent all the good stuff overseas, the folks on the home front would be left drinking… well, I seem to remember it was something made with chicory.

I’d guess it would be akin to rubber and chocolate rationing during WWII. In any case, you kids today who’ve never had to make a sacrifice during wartime (and that, of course, would include me) had better start appreciating it.

]]> By: Chris Owens http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063211 Chris Owens Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063211 I'm fairly stunned that apparently 'iced coffee' was a thing in 1919. Looking at Wikipedia, it looks like home refrigerators were becoming available around then (at least for the well-to-do) so maybe that explains it? I’m fairly stunned that apparently ‘iced coffee’ was a thing in 1919. Looking at Wikipedia, it looks like home refrigerators were becoming available around then (at least for the well-to-do) so maybe that explains it?

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063213 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063213 Ohgodthefonts. How many different ones did they use in this advert? I do like the font used in the body text, but the whole thing looks like a MySpace page. And the font for their brand name, what is that? I read it as "GWrasmglon's"! Ohgodthefonts. How many different ones did they use in this advert? I do like the font used in the body text, but the whole thing looks like a MySpace page. And the font for their brand name, what is that? I read it as “GWrasmglon’s”!

]]> By: GlenBlank http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063222 GlenBlank Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063222 Yes, this is instant coffee - "absolutely pure soluble coffee" which can be made "in the cup", "as strong as you want it - or as mild as you want it" with "no waste." It doesn't claim to be as good as any mess-hall coffee (which would have been brewed coffee), but just "the best" thing sent to the troops <i>in the trenches.</i> (Though in all fairness, the bottom couple of inches of a large percolator urn in the mess hall might very well have been worse than freshly-made instant.) Yes, this is instant coffee – “absolutely pure soluble coffee” which can be made “in the cup”, “as strong as you want it – or as mild as you want it” with “no waste.”

It doesn’t claim to be as good as any mess-hall coffee (which would have been brewed coffee), but just “the best” thing sent to the troops in the trenches.

(Though in all fairness, the bottom couple of inches of a large percolator urn in the mess hall might very well have been worse than freshly-made instant.)

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063480 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063480 Me too. It's GWashmglon's coffee. Me too. It’s GWashmglon’s coffee.

]]> By: irksome http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063495 irksome Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063495 That swill? I drink only Postum®! That swill? I drink only Postum®!

]]> By: zureta http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063266 zureta Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063266 Well played, sir. Or madam. That's one shockingly unreadable wordmark. Well played, sir. Or madam. That’s one shockingly unreadable wordmark.

]]> By: bkad http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063526 bkad Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063526 I read the text in the middle as "made in at the the cup-table" I read the text in the middle as “made in at the the cup-table”

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063549 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063549 Cup tables are perfectly cromulent places for the making in of coffee. Cup tables are perfectly cromulent places for the making in of coffee.

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063296 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063296 ...it looks like sausage gravy, and tastes like turpentine …it looks like sausage gravy, and tastes like turpentine

]]> By: Phikus http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063557 Phikus Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063557 Creepiness of anthropomorphization aside, I love that the spoon is his rifle. And where can I get a pair of those pants?!? Creepiness of anthropomorphization aside, I love that the spoon is his rifle.

And where can I get a pair of those pants?!?

]]> By: dr http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063311 dr Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063311 At the beginning of WWI Army regulations were to use 5oz of coffee per gallon of water on first brew, then 3oz of coffee would be added to the used grounds for the next brew. During the war a grocer in the Quartermaster's office got this changed, also talked General Pershing into requisitioning roasting and grinding machinery to be sent overseas. However, at the beginning of the war the instant sold by G. Washington (a Belgian, BTW) was certainly better than what was available to the troops. This is all a step down from the Civil War, when Union soldiers carried beans with them and would have the company cook grind them (some rifles even had grinders built into them). There is a nice discussion of this history in Mark Pendergrast's <i>Uncommon Grounds</i>. At the beginning of WWI Army regulations were to use 5oz of coffee per gallon of water on first brew, then 3oz of coffee would be added to the used grounds for the next brew. During the war a grocer in the Quartermaster’s office got this changed, also talked General Pershing into requisitioning roasting and grinding machinery to be sent overseas. However, at the beginning of the war the instant sold by G. Washington (a Belgian, BTW) was certainly better than what was available to the troops.

This is all a step down from the Civil War, when Union soldiers carried beans with them and would have the company cook grind them (some rifles even had grinders built into them). There is a nice discussion of this history in Mark Pendergrast’s Uncommon Grounds.

]]> By: Art Carnage http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063313 Art Carnage Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063313 You children may have a hard time believing this, but there was once a time when people on the homefront had to actually sacrifice things during time of war. Many products completely disappeared from the store shelves, because the product was needed for the war effort, or the producer had repurposed their production lines for the war. During WWII, nylon that once went for women's stockings was being used for parachutes. Hershey bars ended up in GI's ration boxes, instead of candy stores. When the wars started winding down, manufacturers heralded the product's return in the advertising. That's what this ad is about. The point is not to compare itself to GI coffee. It's announcing that the manufacturer did their bit for the war, and is now back on the shelves. You children may have a hard time believing this, but there was once a time when people on the homefront had to actually sacrifice things during time of war. Many products completely disappeared from the store shelves, because the product was needed for the war effort, or the producer had repurposed their production lines for the war. During WWII, nylon that once went for women’s stockings was being used for parachutes. Hershey bars ended up in GI’s ration boxes, instead of candy stores.

When the wars started winding down, manufacturers heralded the product’s return in the advertising. That’s what this ad is about. The point is not to compare itself to GI coffee. It’s announcing that the manufacturer did their bit for the war, and is now back on the shelves.

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063616 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063616 That's not trousers. That's puttee. That’s not trousers. That’s puttee.

]]> By: Stefan Jones http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063114 Stefan Jones Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063114 Is "prepared" coffee what we now call "instant?" Maybe not freeze dried, but with the same purpose? Is “prepared” coffee what we now call “instant?”

Maybe not freeze dried, but with the same purpose?

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063118 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063118 Hmm. I read that as Gwashmglon's. Hmm. I read that as Gwashmglon’s.

]]> By: emmdeeaych http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063382 emmdeeaych Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063382 Did you tie an onion on your belt? Did you tie an onion on your belt?

]]> By: emmdeeaych http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063127 emmdeeaych Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063127 Mmmmm. I can taste the carcinogenic solvents from here. Mmmmm. I can taste the carcinogenic solvents from here.

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063129 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063129 Yes. Apparantly the Washington's brand of instant coffee so dominated the (limited) market at the time, it was close to being a genericized trademark. The fact that nobody's heard of it today makes it seem likely to me that there was indeed very little market for it OUTSIDE of the abovementinoed trenches. Yes. Apparantly the Washington’s brand of instant coffee so dominated the (limited) market at the time, it was close to being a genericized trademark. The fact that nobody’s heard of it today makes it seem likely to me that there was indeed very little market for it OUTSIDE of the abovementinoed trenches.

]]> By: hapa http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063643 hapa Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063643 the marble kettle at ypres marks where european coffee was laid to rest. the marble kettle at ypres marks where european coffee was laid to rest.

]]> By: Renoun http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063650 Renoun Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063650 There is a good account of the history of navy coffee over at the EagleSpeak blog <http://www.eaglespeak.us/2007/04/sunday-ship-history-navy-coffee.html> (he's also a good source of info on the Somali piracy situation). There is a good account of the history of navy coffee over at the EagleSpeak blog
< http://www.eaglespeak.us/2007/04/sunday-ship-history-navy-coffee.html> (he’s also a good source of info on the Somali piracy situation).

]]> By: irksome http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063400 irksome Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063400 I will never lose the sense of shame following GW Bush's response to 9/11 and starting two wars; two (unfunded) tax cuts and "everyone go shopping!". I will never lose the sense of shame following GW Bush’s response to 9/11 and starting two wars; two (unfunded) tax cuts and “everyone go shopping!”.

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063145 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063145 I'm guessing that WWI trench 'coffee' was probably chickory and rainwater boiled in a helmet. And that's if you were lucky! Or a commissioned officer. I’m guessing that WWI trench ‘coffee’ was probably chickory and rainwater boiled in a helmet. And that’s if you were lucky! Or a commissioned officer.

]]> By: Charles H. http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063147 Charles H. Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063147 "They say that in the Army, the coffee's mighty fine. It's good for cuts and bruises, and tastes like iodine." “They say that in the Army, the coffee’s mighty fine. It’s good for cuts and bruises, and tastes like iodine.”

]]> By: Rob Cruickshank http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063148 Rob Cruickshank Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063148 I seem to recall reading that a lot of Gulf War vets came home hooked on eating dry instant coffee right out of the jar. Can anyone confirm this? I seem to recall reading that a lot of Gulf War vets came home hooked on eating dry instant coffee right out of the jar. Can anyone confirm this?

]]> By: OrcOnTheEndOfMyFork http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063404 OrcOnTheEndOfMyFork Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063404 <blockquote>I will never lose the sense of shame following GW Bush's response to 9/11 and starting two wars; two (unfunded) tax cuts and "everyone go shopping!".</blockquote> ...and you'll remember that shame every time you take a sip of a Starbuck's latte. That's where you were going with that, right? :o)

I will never lose the sense of shame following GW Bush’s response to 9/11 and starting two wars; two (unfunded) tax cuts and “everyone go shopping!”.

…and you’ll remember that shame every time you take a sip of a Starbuck’s latte.

That’s where you were going with that, right? :o)

]]> By: Anonymous http://boingboing.net/2011/03/22/coffee-ad-were-as-go.html#comment-1063150 Anonymous Wed, 30 Nov -0001 00:00:00 +0000 #comment-1063150 They Say that in the Army (Army Marching Cadence) They say that in the Army the coffee's mighty fine It looks like muddy water and tastes like turpentine Chorus: Oh Lord, I wanna go But they won't let me go Oh Lord, I wanna go hoo-hoo-hoooome EH! http://army-cadence.com/Army-Marching-Cadences.php They Say that in the Army
(Army Marching Cadence)
They say that in the Army the coffee’s mighty fine
It looks like muddy water and tastes like turpentine
Chorus:
Oh Lord, I wanna go
But they won’t let me go
Oh Lord, I wanna go hoo-hoo-hoooome EH!

http://army-cadence.com/Army-Marching-Cadences.php

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