Müller Milch is one of Germanys most known brands for dairy products, due to a very broad appearance in TV over many years.


Our approach was to use the acoustic brand asset that was build up by using a jingle consistently for more than 30 years and transfer it into a modern form, applicable for other touch points.


In cooperation with the University of Applied Science in Oldenburg, we made a research at PoS. We used a short instrumental version of the jingle, modified it to an audio cue and embedded it deliberately in the supermarket radio program. We could measure uplifts in sales of Müller Milch products by 100%. This was a significant result as sales dropped to normal, when we did not use the audio cue.  A confirmation of the  “Pavlov effect”.