Coors Light Leverages Tech Innovation With A Big Game Ad For Your Dreams

In a less than normal year, Molson Coors took an unconventional approach to Big Game advertising by using the science of Targeted Dream Incubation so people can dream its big game ad before game day.

Working with Dr. Deirdre Barrett, a psychologist, author and expert on dreams, Molson Coors developed a game changing program that aims to have consumers subconsciously visualize a “chill” Coors advertisement before the big game. Using Targeted Dream Incubation – the science of guiding dreams – Coors can shape and compel consumers’ subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger you to dream the Coors Big Game ad. If you are curious about what you may dream of, participants from the Molson Coors sleep study reported similar answers including – mountains, waterfalls, Coors, etc.

Due to the NFL’s exclusive contract with a competitor, Coors is unable to do any sort of traditional advertising during the Big Game, so Coors thought outside the box with an alternative way to get involved in the biggest advertising day of the year. This unique campaign is in alignment with Molson Coors' wider approach to steer away from traditional marketing and to not fear getting "messy."

It’s no surprise the stress of the pandemic has left many Canadians with weird, bizarre “quarandreams,” and this program intends to give consumers the opportunity to escape from their normal dreaming patterns and try something new and refreshing. Typically we can’t control what we dream of, but what if we could? While this is definitely new territory for brands to explore, Coors is trying to deliver a new experience for consumers in a way that gives people something great – a refreshing, rejuvenating dream. Plus, who doesn’t love a relaxing dream about beer?

Right now, consumers can get a behind the scenes look at the making of the Big Game Dream on CoorsBigGameDream.com and experience the dream stimulation video for themselves. The behind the scenes footage gives consumers insight on the background of the project and what to expect in their dreams before the big game. From what we can see the dreams look pretty great! The full length eight-hour stimulus soundscape is available now for Canadian’s to experience refreshing dreams before Big Game Sunday.

Written by Bianca Ball, Citizen Relations