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Molson Coors readies promotional dream

Beer company Molson Coors is preparing a promotional initiative to coincide with the 2021 NFL Super Bowl game. According to the company, the effort will feature the first Super Bowl commercial that intended to appear in consumers’ dreams the night before the game. It makes use of a video developed in association with psychologist Deirdre Barrett that includes audio and video stimuli intended to produce a guided dream promoting its Coors Light brand. The video is accompanied by an eight-hour audio presentation intended to be played while the consumer sleeps. According to the company, the dream will include images of streams, mountains, waterfalls and Coors products. The promotion will take place online at <> beginning on Feb. 3, supported by social media activities.

“Targeted dream incubation is a never-before-seen form of advertising,” said 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.”

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