According to Mark
Pendergrast's book, Uncommon Grounds: the
History of Coffee and How It Transformed Our World,
PACB's $2 million dollar annual advertising budget created this
daily routine:
The bureau launched a radio, newspaper and magazine campaign with
the theme, 'Give Yourself a Coffee-Break--And Get What Coffee Gives
to You.' The bureau gave a name and official sanction to a practice
that had begun during the war in defense plants, when time off for
coffee gave workers a needed moment of relaxation along with a
caffeine jolt. 'Within a very short space,' Charles Lindsay, the manager of the bureau, wrote in late 1952, 'the coffee-break had been so thoroughly publicized that the phrase had become a part of our language."
After the campaign, 80% of polled firms introduced coffee breaks.