Instant? Ziggy, you surprise me.
Whenever some foodie gets snooty about Starbucks, it’s helpful to keep some historical perspective. Before the mass coffee chain invaded every strip mall in suburbia (plus half the truckstops in bumfuck), you were likely purchasing disgusting grocery store mud on your way to work. So yes, Starbucks is a homogenizing blight of cut-throat capitalist banality, but it has raised coffee standards for your average American, who otherwise would still be choking down Folgers.
Apparently during the early 80s young people stopped drinking coffee entirely. Soda was tastier and it didn’t make you feel like an old man punching in for his day at the mill. Okay, I just made that up, but still coffee had yet to hook the MTV generation!
In 1984, The National Coffee Association launched a campaign called “The Coffee Achievers”—trying sell coffee as young and hip. It’s not exactly clear who was a spokesperson for the ad, and who was just pasted in without their consent. I find it somewhat unlikely that NFL quarterback Ken Anderson, Jane Curtain or David fucking Bowie knew that footage of them was being used to promote coffee, but it looks like Ann and Nancy Wilson of Heart were enthusiastically on board, literally; note the coffee mug being set down right on the expensive mixing board. Cicely Tyson was obviously a willing participant—and you will note that coffee makes her want to hit someone—but Kurt Vonnegut? Looks like it. The ELO soundtrack isn’t half bad, but I’m willing to bet Starbucks and the exporting of Seattle’s grunge culture did more for youth coffee consumption than the oh-so-hip Jeff Lynne.