Situated in a not-so-classy part of town, Dortmund promoters needed to come up with a new way to get the local residences listening to the likes of Beethoven and Mozart. Advertising agency Jung Von Matt came up with a great idea which included cows and milk. By making a farm of cows listen to the orchestra's program of classical music, the milk these cows produced was far richer than any other kind around. The milk was then packaged with details of different members of the orchestra and how the milk was made. The Concerthall Dortmund 'Concert Milk' publicity stunt is a genius way to fuse milk and music.
Implications - Consumers are looking for new ways to interact with products, and publicity stunts such as this one puts emotional value and into the commodity. Business would be wise to consider infusing their artifacts with a sense of community and sentimentality in order to gain attention from consumers.