Procter & Gamble's 15-second Super Bowl ad for its Microban 24 disinfectant spray focused on how the cleaner far outperforms the competition by killing bacteria on a surface for 24 hours after application. "Consumers told us that a product that works to keep killing bacteria for 24 hours gives them peace of mind and lightens the load," said a P&G spokesperson.
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Procter & Gamble is partnering with grocery chain Giant Food to provide Super Bowl party planners a suite of game day products on the chain's website. The site also features recipe demonstrations by celebrity chef Tiffany Faison and a pregame Spotify playlist compiled by Steve Smith Sr., a former Baltimore Ravens player.
Procter & Gamble will be disinfecting "key high-touch areas" with its Microban 24 spray at Raymond James Stadium in Tampa, Fla., prior to the Super Bowl's kickoff Sunday. P&G will also be distributing personal protection gift bags containing mini bottles of Safeguard hand sanitizer to the 25,000 fans allowed into the stadium.
Procter & Gamble data found that in 65% of households, one person -- typically a woman -- is responsible for chores, so the company is campaigning to close the "chore gap" with a 30-second Super Bowl pregame show spot featuring Dawn and Swiffer products. P&G says the coronavirus pandemic has created a new awareness in families about chores, and the brand wants to help reinforce the values that come from sharing the load, including respect, equity and responsibility.
Procter & Gamble's Microban 24 Sanitizing Spray has been certified by the EPA as proven to kill the SARS-CoV-2 virus -- which causes COVID-19 -- on hard surfaces in 60 seconds. The brand also protects surfaces from bacteria for 24 hours, according to a P&G statement.
Procter & Gamble is releasing the Microban 24 cleaning line that is said to provide antimicrobial protection for 24 hours even if a surface is touched. The line includes a sanitizing spray, multipurpose cleaner and bathroom cleaner in two scents.