Cows (as opposed to Simon Cowell) are the judges of a music contest devised by The British Columbia Dairy Association to promote milk. The organization is launching an online contest, devised by DDB Canada, in which people compete to write music that will make cows produce more of the white stuff.
Contestants in Music Makes More Milk will use an online music composition tool to create original songs to play for the cows. After a public vote, semi-finalists will have their compositions played directly to cows on a BC dairy farm. Videos of the cows reacting to each shortlisted song will be shared online on November 7. The winner (who gets a trip to the Grammys in LA) will be the person whose song achieves the highest milk production. Finalists also get music-related prizes.
It's not the first time that music-related milk has been used for marketing; last year, Dortmund concert hall marketed milk produced by cows who has listened to a live concert in a campaign by Jung von Matt.