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People who rage late into the night aren’t usually the ones to rise early the next morning. And those who drink themselves silly aren’t often thinking about their health.
But a campaign from an alcohol alternative called Free Spirits says that those diametrically opposed actions can, in fact, go together. In its most significant marketing push to date, the young San Francisco-based brand debuts a long-form commercial with a provocative tagline: “Drink Like You Mean It.”