The residents of Dortmund rather watch soccer than listen to classical music. That’s why we needed to give them a taste of the new season at the Dortmund Concert Hall, were they wouldn’t expect it: at the supermarket. With a medium, no one would have ever associated with music: milk.

The campaign was a great success. Media reported it widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased subscriptions by 19% and theatre occupancy to 72%.

Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yields, we played music from selected artists of the new season to them. As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. There were nine different tastes, depending on the artist the cows listened to.The bottles branded with ‘Dortmund Concert Milk’ and featuring information about the artist and the new season, were sold at supermarkets. During tastings at the PoS and in the concert hall, even more people had the opportunity to get a taste of the extraordinary new season. A microsite offered further relevant information and gave people worldwide the opportunity to order their favourite Concert Milk.