Page 3 - Claims Guide EU - TEST

CREATING AN EFFECTIVE MARKETING MESSAGE: THE 3 C’S You’ve added an antimicrobial additive into your product, but how do you promote this invisible feature? Follow the Three C’s Microban® will assist in the construction of a compliant, credible, and compelling marketing message that relates to your treated product and associated target market(s). To kick-start this process, you will firstly need to establish the primary reason for integrating Microban® into your product range. For example, was it to address a genuine microbial concern, or did you simply want to create a new product feature? Below, we have provided you with some example claims and marketing best practices to help guide your message creation. As a general rule of thumb, we advise that you base your claims on one of the following 5 themes: improved hygiene, visible cleanliness, invisible cleanliness, extended freshness, or product preservation. TREATED UNTREATED Invisible Cleanliness, Improved Hygiene & Odour Control: Antibacterial Claims Microban® antibacterial technologies provide a bacteriostatic or bacteriocidal effect reducing bacterial contamination on a surface, but not necessarily producing a visual effect that can be seen by the naked eye, i.e. countertops, cutting boards, keyboards, etc. Microban® antibacterial technologies also provide a bacteriostatic or bacteriocidal effect that reduces bacterial contamination on a textile, helping prevent the growth of odour-causing bacteria. Malodour on a textile can be caused by a variety of factors, but one of the primary contributors is ammonia which is released by bacteria during the normal process of respiration. EXAMPLES OF CREDIBLE, COMPELLING AND COMPLIANT EU CLAIMS • Microban® antimicrobial/antibacterial protection inhibits the growth of bacteria. • Microban® antimicrobial/antibacterial protection is effective against bacteria by up to 99.99%. • Microban® antimicrobial/antibacterial protection helps prevent the growth of harmful bacteria. • Microban® antimicrobial/antibacterial protection inhibits the growth of bacteria that can lead to cross contamination. • Microban® antimicrobial/antibacterial protection helps to prevent the growth of harmful bacteria that can cause foodborne illness, including \{insert tested strains here\} • Microban® antimicrobial/antibacterial technology works 24/7 for an added level of hygienic protection. • Microban® antimicrobial/antibacterial technology works 24/7 for an added level of protection against the dangers you can’t see. • Microban® built-in antimicrobial/antibacterial technology provides an extra level of hygienic protection during and between uses for the expected lifetime of the \{insert your product type here\}. • Microban® antimicrobial protection remains active for the expected lifetime of a product • Surfaces protected by Microban® antimicrobial technology complement existing hygiene practices and cleaning routines • Microban® antimicrobial/antibacterial technology has been proven effective against a broad spectrum of bacteria, including \{add tested strains here\} • Microban® antimicrobial/antibacterial technology has been proven to reduce the presence of bacteria on a product by up to 99.99% in 24 hours • Microban® antimicrobial/antibacterial technology is proven effective against antibiotic-resistant bacteria such as MRSA • Microban® antimicrobial/antibacterial protection is resistant to the growth of odour-causing bacteria. • Microban® antimicrobial/antibacterial protection helps products to stay fresher for longer. • Microban® antimicrobial/antibacterial protection offers an added level of freshness protection in between normal cleaning regimes. MICROBAN® MARKETING CLAIMS GUIDANCE - EU