Christine Esposito, Managing Editor02.23.21
Procter & Gamble is rolling out Microban 24 into the UK.
The launch—which marks the brand’s first market expansion outside the US—will be supported by a high-impact integrated marketing campaign that will reach 95% of its primary shopper audience over the first two months across key media touchpoints, as well as takeovers on Twitter, Instagram, Pinterest and a UK-wide ambassador program, according to the brand.
The range will be stocked at major retailers nationwide, including ASDA, Sainsbury’s Morrisons, Wilkos, Waitrose, Coop, Costco and Ocado.
Procter & Gamble launched Microban in the US in early 2020—just as the coronavirus pandemic was spreading across the US.
“At a time when we are more aware of the germs around us than ever before, people are looking for disinfecting products that they can rely on and Microban 24 offers exactly that, delivering powerful bacteria protection that lives on – so you can get on with living,” said Paris Kallintzis, P&G Home Care brand director, UK & Ireland.
The launch—which marks the brand’s first market expansion outside the US—will be supported by a high-impact integrated marketing campaign that will reach 95% of its primary shopper audience over the first two months across key media touchpoints, as well as takeovers on Twitter, Instagram, Pinterest and a UK-wide ambassador program, according to the brand.
The range will be stocked at major retailers nationwide, including ASDA, Sainsbury’s Morrisons, Wilkos, Waitrose, Coop, Costco and Ocado.
Procter & Gamble launched Microban in the US in early 2020—just as the coronavirus pandemic was spreading across the US.
“At a time when we are more aware of the germs around us than ever before, people are looking for disinfecting products that they can rely on and Microban 24 offers exactly that, delivering powerful bacteria protection that lives on – so you can get on with living,” said Paris Kallintzis, P&G Home Care brand director, UK & Ireland.