Judging by its heated promotional campaign, General Foods has decided that what the U.S. needs is the company's new decaffeinated coffee, called Brim. In markets from Boston to Los Angeles, General Foods offered consumers a tempting introductory discount of $1 on each purchase of Brim, which regularly costs $2.09 for an eight-ounce jar. Television is Brimming with commercials. In one, a wife rations out her husband's coffee to spare him the effects of caffeine. He moans: "They can send a man to the moon, they can send rockets to Mars—why can't they make a cup of coffee I like...
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