Classical MPR
Repositioning 400 year old music into a Millennial Parenting Brand
Category: Media • Music • Wellness
Services: Brand Strategy • Creative
The situation
Classical had an aging, shrinking audience and bleak future.
The strategy
Our recco: position classical as wellness for stressful times & brainfood for kids. It worked - and was executable and extensible by busy, junior staff.
Key Idea:
Ear Yoga & the New Baby Einstein
Research shows classical is good for us. We leveraged that into a bold positioning and award-winning campaign that relied on a swirl of feel-good color and breakthrough headlines that popped off billboards and banners. This radically changed Classical MPR's audience. Millennials now outnumber boomers, and it extended into content platforms and revenue opportunities for families and kids beyond streaming or stations.