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IDEA: Guys who’ve just left college can fall into a rut when they start working. “You were in this unstructured environment, and now you have this job,” said Nick Spahr, associate creative director at Goodby, Silverstein & Partners. “You wake up, eat breakfast, go to work, go out, go home. It’s the same thing over and over.” Corona Light, a new Goodby client, saw opportunity in this malaise. Bud Light and Miller Lite, the so-called brown-bottle beers, are the drinks of choice in this unthinking routine—in the end, part of the problem.
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