Well, it's a play on words.

5 seconds sound clip from the Christmas in July (1944) classic radio play.

You can hear this line at 00:16:15 in the radio play.

Quote context

[...]

- And, in my opinion, that's ample reason for this demonstration.

- Well, I should say it is.

- Congratulations young man.

- Thanks.

- Now, I suppose I'll have to hire you back at a fat increase.

- Well, I've always liked it here, but a little raise would come in handy.

- And you really won the contest, eh?

- Here's the telegram.

- And what was your slogan?

- 'If you don't sleep at night, it isn't the coffee, it's the bunk.'

- Well, it's a play on words.

- But coffee keeps you awake! I know!

- Yeah, but don't you see, this Viennese scientist he says...

- It's a very clever slogan just the same. 'It isn't the coffee, it's the bunk.' Excellent for the entire industry.

- You didn't happen to get any ideas for 'Baxter and Son' while you were inventing slogans for our competitors, did you?

[...]