Word: brims
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Dates: during 1970-1979
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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...
...fact, "they" have. Sanka dominates the decaffeinated market. Curiously, Sanka prices are exactly the same as Brim's, and both brands are "97% caffeine-free." Even more curiously, Sanka is made by none other than General Foods, which is pushing its new Brim. GF officials insist that Brim is aimed at people who want a heartier flavor than mild-tasting Sanka and that the new brand will not drain sales from the old one. Despite these assurances, the people at GF who are responsible for Sanka's success have strong grounds for coffee nerves, and investors will...
Like a samurai warrior, Costello is obsessed by ritual, whether it is pulling on a pair of white gloves before he uses his revolver or standing in front of a mirror adjusting the brim of his hat until it is just so. The hat, unfortunately, looks like a felt pie pan, and Delon moves mechanically through the action. Melville means to pay sober hom age to all the Hollywood films that did all this but better. It is a pity that for all its virtues, The Godson's patina of high seriousness renders every scene forced and selfconscious...
...bring the company around, Cook has started a major reorganization, giving more power to a few veteran vice presidents and centralizing far-flung product research. He has a salesman's high hopes for several products that are test-marketed: Brim, a decaffeinated coffee; Master Blend, a mix of freeze-dried and spray-dried coffee that would cost less than either Maxim or Taster's Choice; Oven Top, a chicken or turkey dressing that can be cooked without a bird; and Soft-Swirl, a mousse dessert. Meanwhile Cook faces mandatory retirement in less than three years, and the company...
...whole genre of gossipmongers was falling victim to the permissive times. As one pressagent lamented, "Nobody's shocked any more." The syndicated outlets for his column fell from a onetime high of nearly 1,000 to slightly more than 100. With press card tucked in his gray, snap-brim fedora as of old, Winchell still occasionally turned up at the scene of a major story, but the old fire was gone. "Yes, by Christ," he said, "I think I am a little bored...