The ongoing outbreak of novel coronavirus (2019-nCoV) has created a global emergency and some of the companies whose products can potentially help individuals stop the spread of the disease are using rapid-response marketing to reach consumers who are concerned about their safety.

On January 24, around the time the coronavirus outbreak was making headlines worldwide, Procter & Gamble's Clorox, which makes cleaning products, added a landing page to its site specifically discussing 2019-nCoV. The page provides basic information about the virus and suggests practices that can help stop its spread. And, of course, it also lists and links to the Clorox cleaning products individuals can use to disinfect surfaces on which 2019-nCoV might live, noting that because these products are effective against similar viruses, "per the EPA Emerging Pathogen Policy, these products can be used against 2019-nCoV when used as directed."