In contrast to our 2013 study which focused more on context, the current study took a close look at brands and products: do some brands become more relevant during Ramadan? What role do which brands playing during the evening fast-breaking gatherings (Iftar) or at the final sugar feast? Which brand triggers, product cues create positive or negative responses?
We wanted to inspire our clients – and help them find ways to tap into this potentially complex celebration.
Here are just a few of the findings:
- Ramadan = the invisible Feast? Ramadan offers significant “celebration potential” for many brands in Germany across categories – apparel, retail, food manufacturers, telecommunications…. Very few brands were quoted as acknowledging Ramadan at all in their communications in Germany.
- Memories, Traditions, Nostalgia. Ramadan is a time of reflection, inwardness, spiritual engagement. It also reminds many Muslims of their homelands – traditional recipes, ingredients mean more. Tapping into this is potentially powerful – longing, sweet nostalgia, innocence are strong motivators.
- Little Things Count Semiotic analysis was key to understanding much of the data – what it means in the Muslim context. Just an example – known to probably very many Muslims fasting, but not maybe many brand managers. The simple date was often the first thing eaten when breaking the fast. Why? Well, it’s deliciously tasty, wonderfully sweet (a quick sugar rush), very nutritious (rich in all sorts of vitamins and minerals) – but it’s also traditionally the first food by religious custom eaten to break the fast.
We’re presenting the findings of our study in London at the MRMW Conference, September 2015
If you’re interested you can get in touch with Antje Weißenborn, Senior Project Director in Berlin directly.