This agreement offers a double advantage to the Federation through the advertisements of the “Mr. Clean” brand. First, it translates into an economic bonus and, second, thanks to the TV ad for this product, the industry comes closer to the Spanish public as a whole. On several occasions, the Federation invited the industry to conduct a broad advertising campaign with both print and television coverage, but the proposal never succeeded. Communication is critical for administrations and the general public to become familiar with natural stone and appreciate its value and importance.

With the agreement obtained by the Federation with Procter & Gamble, an attempt has been made to communicate as much as possible about the existence of natural stone as an accessible product that belongs to any household.