When a Pandemic Drives Your Product Launch

Any startup wishes for a successful debut. For Microban 24, a disinfecting cleaner, it was far more demanding than anyone could imagine.

May 6, 2020

The Microban 24 team naturally was excited about its product launch in February. The sanitizing spray, bathroom cleaner, and multipurpose cleaner keeps surfaces sanitized for up to 24 hours, even after multiple touches. As with most new brands that have been under development for five years – even under the P&G umbrella – you plan to start small, build awareness, and scale in time.

Then there was the coronavirus.

The team’s attention wasn’t on “How do we get noticed in the marketplace?” but on serving a demanding consumer community. “The question for us now is, ‘How can we keep up with the demand?’” said Calvert Bobola, Microban 24 brand manager.

The pandemic also changed the product messaging, Bobola told Signal360 in the video. The team has needed to revisit the tone it uses – and how it should talk about supporting consumers during this period of time.

Watch this short video to find out what it’s like for an entrepreneurial team to be in the right place, at the right time, with a product that consumers are anxious to buy.