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The uniformly strange thing about coffee brands (liquor ones, too) is that, much as consumers love to talk about taste, the buying agenda is often the effect they have. It only follows that marketing helps us maintain our denial, even though there’s little real shame associated with admitting that you need your java fix every day. Shattering this curious dualism is Dunkin’ Donuts’ new campaign, “You Kin’ Do It,” which pretty much says what we all know: Sure, taste is great, but if you drink up, you’ll get that kick you need.

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