Marketers tailor pitches to Muslims

08/12/2010 | New York Times (tiered subscription model), The

Global marketers are increasingly tailoring products and services to appeal to the world's 1.57 billion Muslims. One example is a Malaysian ad campaign for Sunsilk's Lively Clean & Fresh shampoo, which promises to clean oil from the hair of headscarf wearers. Also in Malaysia, Colgate-Palmolive markets a halal-certified toothpaste and mouthwash. Ogilvy & Mather's Islamic-focused branding shop Ogilvy Noor releases a list called the Noor index, which identifies global brands based on their appeal to Muslim consumers. Lipton Tea was first on the list, followed by Nestlé.

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