Artist
Josef Maria Auchentaller 1865 – 1949

More participants
Verlag von Kathreiners Malzkaffee Fabrik in Wien

About the work
In 1890, the Munich-based company Kathreiner developed a new type of malt coffee, which was promoted as a healthy and affordable alternative to coffee made from beans. The advertising campaign capitalised on a general rise in health awareness and targeted women and children in particular. It was claimed that women in particular became weak and anaemic from drinking coffee, and that it was therefore advisable to drink ‘health coffee’ instead. This marketing campaign was accompanied by a comprehensive aesthetic overhaul of the product. A dedicated advertising department worked on a constant stream of new visual strategies, predominantly featuring children and women enjoying their healthy malt coffee meals.