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.

Flooring companies are leveraging this added media attention.

“Microban 24 is a $100 million campaign, so it will become a household name,” said Derek Brooks, senior vice president sales and business development, North America, Torlys, noting that P&G last invested into a brand at this level for Febreze odor-eliminating products 20 years ago and Tide laundry detergent 30 years ago. Torlys has licensed the technology on its EverWood and EverTile LVT flooring, which includes Microban on the CorkPlus attached underlay, since 2016.

“We’ve been talking about the mold issue for the last three years with all the waterproof floors and what happens underneath, and all the hotel companies we are talking to—they have a responsibility because of mold,” Brooks said. “We have a solution for that. Now adding Microban on the surface, we own clean and safe.”

Phenix Flooring offers the only carpet with built-in Microban antimicrobial technology.

“Last year, we made a move to introduce 2019 PET products to include the added feature and benefit of Microban antimicrobial technology, and this year, we’ve extended this protection to virtually all Phenix SureSoftSD polyester and newly launched SureSoftSDN nylon styles,” said Mark Clayton, president of Phenix Flooring.

Phenix chose to work exclusively with Microban due to its strong brand recognition and the ability for consumers to purchase a myriad of other home products which leverage the benefits of Microban technology across a wide assortment of interior surfaces, Clayton said.

Laticrete was the first to bring the technology to market in 2004 with Spectralock grout. Since then, Laticrete has incorporated Microban technology in many of its tile and stone installation products. Daltile and Florida Tile infuse Microban antimicrobial into tiles during the manufacturing process to help keep the surface of the tile cleaner for longer. Custom Building Products incorporates the technology into sealers and grout to ward off mold and mildew. Roberts also uses the technology in its AirGuard Premium Underlayment for laminate and engineered wood floors.