During the 1920s and 1930s, Roselius adapted his marketing to the Weimar Republic’s health and fitness crazes. “The exquisite bean coffee, Kaffee HAG, protects the heart and nerves,” reads one ad, depicting a svelte man in a rider’s outfit. Advances in science, technology, and mechanization, along with the rise of cinema, prompted the craze, as well as movements calling for a return to pre-modern health practices. Corinna Treitel, a professor of history at the Washington University in St. Louis, says that citizens who subscribed to health movements like the Lebensreform (“Life Reform”), which included ardent nationalists, desired more “natural” and “back-to-nature” lifestyles.