The surface care product industry, a key part of the germ protection space. From multi-surface sprays and wipes to dilutables and aerosols, consumers are more aware than ever of the importance of staying clean and protected. This category is referred to by many names, including germ protection, disinfection, antibacterial, and germ-kill products. Consumers have come to rely heavily on claims as quick decision-making tools when it comes to buying these products.

In this space, claims refer to short, compelling statements that communicate the specific benefits of a product. These claims not only influence perception of efficacy and safety, but also play a powerful role in purchasing behavior. However, as many products in the market make similar promises, the space has become crowded with nearly indistinguishable claims. The surface care product is guaranteed to kill germs—what else would draw you in as a consumer? What additional benefit would capture your attention?

We want your help to come up with novel, ownable, and emotionally resonant claims for a surface care product that would set it apart on the shelf and make you feel compelled to buy it. Think beyond the traditional. What could be communicated that’s not being said today?