Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Ramadan has come around again, resulting in a huge spike in sales for one unlikely Lancastrian drinks manufacturer – Vimto. By using cultural insight to guide innovation, the drink has found an enthusiastic market of brand champions in the Middle East.

Ramadan is right around the corner, meaning many Muslims will be adhering to a strict fasting schedule. But it’s also a time for visiting relatives and spending time with family. Daily life follows a different rhythm over this period, and it's reflected in how people behave online.

The halal lifestyle market has been steadily evolving, moving beyond its traditional remit of food and finance, and into the worlds of fashion, cosmetics, dating and intimacy. In the second of a two-part report, we look at how brands are navigating these sectors with Muslims in mind.