Advertisers seek to speak to Muslim consumers
Sunsilk’s Lively Clean and Fresh is the first shampoo to speak directly to a tudung wearer, highlighting a growing global trend of multinationals seeking to tap the Muslim consumer market.
The fact of the matter is, Muslim consumers are very much similar to any other consumer segments; they demand healthy and quality products, and must also conform to Shariah requirements.
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The first-ever study that benchmarks the appeal of specific brands to Muslim consumers was released recently by Ogilvy Noor, giving high marks to F&B and personal care brands while financial services scored the lowest.
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More marketers should tailor messages to appeal to Muslims, a powerful consumer group of 1.8 billion people, said Miles Young, Global CEO of international ad agency Ogilvy & Mather
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