As Virus Concerns Rise, Floors Promote Germ-Killing Innovation

CINCINNATI— Flooring products containing Microban are receiving added attention thanks in part to a new $100 million campaign by Procter & Gamble (P&G) aimed to promote Microban 24, a new antibacterial home sanitizing product.

At a time when the public at large wants to know how to prevent the spread of germs, P&G said in an announcement that the new cleaning product will keep killing bacteria for a full day, “even when the surface is touched or contacted multiple times,” if used as directed.

“The antibacterial surface category hasn’t seen a true product innovation in a long time; we want to push beyond the status quo and offer families a new sanitizing product that keeps working around the clock,” said Martin Hettich, P&G’s vice president of North American home care brands.