Coors Can't Run a Super Bowl Ad, So It's Infiltrating Your Dreams Instead

Big Game-adjacent campaign attempts to use science to implant ads in your mind

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One recent morning, Marcelo Pascoa, vp of global and North American marketing for Coors, woke up from some strange dreams with a vague feeling that it was time for a beer. The moment was not an occasion for worry.

Rather, it was a sign that the beer giant’s new campaign—a stimulating film and eight-hour soundscape meant to guide the content of one’s dreams—was working.

“I could remember all of these different fragments about being in a cold place with snow in the mountains,” Pascoa said.

The offbeat campaign, which goes public today, is Molson-Coors’ attempt to make a splash around Super



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