--- title: "Woman Says Coors Paid Her $1,000 to Successfully Inject Advertisements Into Her Dreams" description: "It looks like at least one corporation may finally have reached the ultimate marketing frontier: advertising to us in our dreams." date: "2022-03-23" modified: "2022-03-23" authors: - name: "Noor Al-Sibai" job_title: "Senior Staff Writer" link: "https://futurism.com/authors/nooralsibai" url: "https://futurism.com/neoscope/coors-dream-ads" categories: - "Brain" - "Health & Medicine" - "Neuroscience and Brain" tags: - "advertising" - "dreams" - "sleep" --- # Woman Says Coors Paid Her $1,000 to Successfully Inject Advertisements Into Her Dreams ![It looks like at least one corporation may finally have reached their ultimate frontier: advertising to us in our sleep. ]() *\Image: Coors/Futurism\* It looks like at least one corporation may finally have reached the ultimate marketing frontier: advertising to us in our dreams. According [to *The Hustle*](), one woman says she took part in a Coors experiment that successfully infiltrated her dreams with advertisements for the domestic brewery. Travel writer Bobbi Gould told *The Hustle* that in 2021, she responded to a strange Craigslist ad claiming that a "big brand" was willing to pay $1,000 for "willing sleepers." Gould and her boyfriend responded to the ad and were directed to a warehouse in Los Angeles where more than a dozen other volunteers were hooked up to brain monitoring equipment as marketers from Molson Coors looked on. Gould and the other subjects were directed to watch a video that featured Coors products amid waterfalls and jungle landscapes, and instructed to try to doze off while listening to audio from the video they'd just watched. For the next eight hours, the travel writer said she did, in fact, have a series of "weird Coors dreams." "I had one where I was on a pogo stick jumping around with Coors products," Gould told *The Hustle*. "In another one, I was on a plane dropping Coors cans on people and they were cheering for me." After the dreaming session, the travel writer said she and her fellow subjects were shepherded into a focus group where they were made to discuss the experience, which she said made them feel "like lab rats." "They were trying to implant Coors into our brains," Gould told the blog. "It just didn’t really sit right.” https://twitter.com/d_hansen/status/1493096356126277633 This alleged ordeal isn't the first we've heard of Coors' efforts to inject ads into dreams. In June 2021, [*Science Magazine* reported]() that Coors, along with others including Xbox and Burger King were working with scientists to "engineer" ads into volunteers' dreams using audio and video. Sound familiar? The *Science* report also noted that [40 dream researchers signed an open letter]() calling for the regulation of burgeoning "targeted dream incubation" experiments like Coors', because although this sort of dream manipulation is current voluntary, "it is easy to envision a world in which smart speakers — 40 million Americans currently have them in their bedrooms — become instruments of passive, unconscious overnight advertising, with or without our permission." "These tailored soundtracks would become background scenery for our sleep, as the unending billboards that litter American highways have become for our waking life," the researchers wrote in their open letter. "Regardless of Coors’ intent," the researchers continued, "their actions set the stage for a corporate assault of our very sense of who we are." Given what Gould said she experienced, it seems like their warnings were apt. **READ MORE:** [Are advertisers going to infiltrate our dreams?]() \[*The Hustle*\] **More on dream advertising:** *[Corporations Want To Put Advertisements In Your Dreams]()* ## Author At Futurism, I've often been drawn to unpacking the narratives that underlie technological, scientific and medical progress, with a special interest in areas of conflict and ambiguity that end up setting agendas and steering the fates of both elites and the hoi polloi. I'm a committed generalist, but I often find myself returning to work involving NASA and the private space sector, the effects of AI on media and society, and the mechanics of the pharmaceutical industry, with a specific focus on the spread of GLP-1 drugs like Ozempic and Wegovy. Prior to Futurism, I worked for publications ranging from Media Matters and Truthdig to Raw Story and Bustle. I'm also the author of "Myspace Scene Queens," a 2024 title in Instar Books' acclaimed "Remember the Internet" series. My work at Futurism has been cited by outlets including the New Yorker, Slate, Nieman Lab, the Verge, the MIT Technology Review, the Sunday Times, and the Daily Beast. I grew up in North Carolina, attended the University of North Carolina at Asheville, and now live in Brooklyn, New York. In my free time, I'm an avid reader and music fan; you can probably find me at a local poetry reading, concert, underground rave, or DJ set. I'm the proud parent of an ineffable orange cat named Mee-Mow. ### Author social links [Bluesky]()