Cows are rumored to produce better milk when listening to classical music. So, faced with the question of how to attract a larger audience to a classical concert venue in Germany's Ruhr Valley, agency Jung von Matt put this to the test.
First the cows were treated to a live concert, then recordings of all the artists playing in the 2010/11 season at Dortmund's concert hall. The resulting milk was then bottled, artist by artist, and marketed as Dortmund Concert Milk. It was sold in speciality stores, with each bottle providing more information on the artist and the season - and succeeded in attracting new audiences in droves.