Because it has been shut out of ads to play during the Super Bowl, Molson Coors says it is taking another approach to sell you its beer and seltzers.
You will see this ad the night before the Super Bowl - in your dreams.
“During the Big Game, commercial breaks are notoriously swamped with beer advertisements. A certain, other beer brand seemingly controls the ad space – so much so that Coors is legally locked out from playing on TV screens nationwide during the Big Game,” Coors said in a news release.
Coors said it worked with Dr. Deirdre Barrett, a psychologist, author and expert on dreams, to create “a film with specific audio and visual stimuli to induce the most refreshing dream you’ll have all year. Using Targeted Dream Incubation – the science of guiding dreams – Coors will shape and compel your subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger you to dream the Coors Big Game ad.”
Barrett said that during a trial run “participants reported similar dream experiences including refreshing streams, mountains, waterfalls and even Coors itself.”
“Targeted Dream Incubation is a never-before-seen form of advertising,” says Marcelo Pascoa, vice president of marketing at Molson Coors, “Typically for big sports events, we see ads featuring over-the-top car chases, pyrotechnics, dramatic scenery and storylines, but with the Coors Big Game Dream, the dreamer is in the driver’s seat to create a chill, relaxing ad inspired by our visual and audio stimuli.”
As of today you can see behind the scenes of the dream at coorsbiggamedream.com.
The full eight-hour film will go live on Feb. 3.
January 27, 2021 at 08:31PM
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Coors aims to sell you beer and seltzer in your dreams - literally - PennLive
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