We all have different tastes in music but can music literally create a different taste? That was the idea harnessed by the Dortmund Concert Hall in Germany in a campaign to lure more music lovers to its performances. With German ad agency Jung von Matt, it created a new brand of milk, Concert Milk (Konzert Milch) by playing selected composers to an audience of cows.

Inspired by claims that cows produce more milk when they listen to music, members of the Dortmund Concert Orchestra first visited the cows and performed for them while milking was taking place.

Subsequent groups of cattle were treated with special bovine broadcasts of specific pieces to produce different varieties of milk. Nine types were then put on sale at local shops, with information about each composer emblazoned on the labels.

While the question of whether the classical music changed the taste of the milk is moo-t, the story of its creation drew far larger audiences to the concert hall with a 19% rise in attendance. The Concert Milk is also now making a profit.

The Concert Milk campaign has just won a Silver Design Lion and Silver Integrated Lion at the Cannes international Festival of Creativity. Now we’d like to see what kind of taste you get when you subject cows to hard rock, or get them jiggling to hip hop.

You can see the whole story of Concert Music in the clip below: