Coors' Commercial of Your Dreams Was Made with a Harvard Psychologist
Ellen Smith — January 27, 2021 — Lifestyle
References: molsoncoors & adweek
Coors' Commercial of Your Dreams is unlike others in the sense that its subliminal and subconscious messaging is deliberate. While its common for advertising to leverage science to better understand its effect on the human brain, it's typically done in a manner that's subtle and unobtrusive. This ad takes this idea to new heights, as it was created in tandem with a Harvard psychologist who studies sleep.
As a result, this ad was designed with specific audio and visual stimuli, the end result is “the most refreshing dream you’ll have all year.” The brand used imagery that people typically associate with Coors, like icy mountain tops. The ads were eventually put to the test in a study, in which participants reported to wake up craving a refreshing beer.
Image Credit: Coors
As a result, this ad was designed with specific audio and visual stimuli, the end result is “the most refreshing dream you’ll have all year.” The brand used imagery that people typically associate with Coors, like icy mountain tops. The ads were eventually put to the test in a study, in which participants reported to wake up craving a refreshing beer.
Image Credit: Coors
Trend Themes
1. Subconscious Ads - Coors' use of deliberate subliminal messaging in their commercial creates an opportunity for other brands to incorporate more conscious and deliberate subconscious appeals in their advertising efforts.
2. Sleep Science in Advertising - The collaboration between Coors and a Harvard psychologist studying sleep science suggests the potential for new advertising approaches that take into account research on how audio and visual stimuli can influence dreams and the brain during sleep.
3. Dream-targeting Ads - The concept of ads designed to infiltrate dreams and influence consumers' desires opens up a new avenue for innovation in the advertising industry, as brands explore the possibilities of tapping into the subconscious mind of their target audience.
Industry Implications
1. Alcohol Industry - Alcohol companies may explore the potential of incorporating subconscious appeals and sleep science into their advertising to target consumers in more effective and innovative ways.
2. Advertising Industry - The potential of subconscious and dream-targeting advertising would require ad agencies to expand their capabilities and collaborate closely with psychologists and other experts in the field to develop new approaches and techniques.
3. Market Research Industry - The use of scientific research to inform advertising and marketing strategies creates opportunities for market research firms to expand their services and offer more specialized expertise in the areas of sleep science and subconscious messaging.
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