Mohawk Announces Consumer Advertising Campaign

Dalton, GA, Sept. 18, 2012 --“Now You Can Have Your Cake and Drop It, Too…”

That’s how Mohawk is positioning its newest innovation, SmartStrand Silk with DuPont Sorona, in a high-profile national advertising campaign hitting newsstands this month.

SmartStrand Silk was introduced less than a year ago, making its mark as a luxuriously soft carpet with built-in stain and soil resistance that never washes or wears off.

Mohawk’s said its retail partners have quickly discovered that one swipe of the consumer’s hand is equal to one SmartStrand Silk sale.

“Making SmartStrand Silk the centerpiece of our national ad campaign this fall was an easy decision,” said Elise Demboski, Mohawk’s vice president of creative services.

“There is no other carpet like it on the market—it performs in every category."

The full-page print ad featuring the “Now You Can Have Your Cake and Drop It, Too,” headline can currently be seen in popular home shelter magazines, including House Beautiful, Country Living, Family Circle, Traditional Home, HGTV magazine, Canadian House & Home and more.

The timing of the SmartStrand Silk national ad campaign is strategic. It is crafted to coincide with the Mohawk Anniversary Sale event, which kicks off Sept. 26, at Mohawk’s Floorscapes and ColorCenter retailers.

To help drive consumers to their local Aligned retailer, Mohawk is also running 1/3-page print ads promoting the Mohawk Anniversary Sale alongside the full-page SmartStrand Silk advertisement.

To give continuity throughout the consumer shopping experience, retailers can also bring the look of the new SmartStrand Silk national ad campaign in-store. Mohawk has crafted a point-of-sale kit that features the “Now You Can Have Your Cake and Drop It, Too,” creative in posters, price tags, and card toppers, in addition to print and online banner ads that retailers can customize with their store brand.



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