The surface care product industry is 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?
- Imagine you are walking down the cleaning aisle in your local store looking for surface care products. Excluding the price, what jumps out to you and makes you want to purchase a specific product?
- What types of language, emotions, or benefits (e.g., peace of mind, family safety, long-term protection) resonate most with you in this space?
- What’s a unique, new claim a surface care product could make that would grab your attention and make you more likely to purchase it? (This does not have to be a final, ready-to-use phrase, but rather an example of the desired outcome or benefits you are looking for.)\
Awards:- $1,600
Deadline:- 08-09-2025
