Mohawk Rolling Out New SmartStrand Campaign

Dallas, TX, Dec. 13, 2013 -- Mohawk is rolling out another marketing program featuring a yellow lab to demonstrate the stain resistance of its SmartStrand carpet.

In recent years, Mohawk has put its carpet in zoos and other unusual places to show how SmartStrand can stand up to unordinary abuse.

The new campaign features “Mo”, a messy, yellow lab, in unpredictable and unscripted moments in a campaign called SmartStrand Unleashed. It will debut along with Animal Planet's Puppy Bowl X, airing during the Super Bowl on Sunday, Feb. 2.

As the official carpet sponsor, Mohawk will promote its SmartStrand carpet on air and will also implement a digital campaign, inviting fans to Instagram a photo of their dog watching Puppy Bowl X for a chance to win a dog-bone shaped SmartStrand bound carpet.
 
Mohawk’s SmartStrand will be fully integrated throughout the Puppy Bowl Expo, the company said.

Not only will SmartStrand serve as the field carpet, the product will also be installed throughout the 15,000-square-foot facility.

Mohawk will be present throughout the week to introduce attendees to Mo, pass out SmartStrand samples and communicate the benefits of the carpet. Fans who are unable to attend the Puppy Bowl Expo can see it on Animal Planets’ “live” webcam, which will be exclusively sponsored by Mohawk.

Mo will also make his debut as the world’s first canine correspondent on The Better Show, a nationally syndicated lifestyle and entertainment program airing to one million viewers every weekday. Mo will be a regular on the show throughout 2014 and will have his own 12-series webisode, called “Mo’s Next Mess.”

Mo will also raise awareness for pets in need through Mohawk’s partnership with the Petfinder Foundation.



Other Archived Articles

Mohawk Adds New Soil Protection to SmartStrand   Full Article
Calhoun, GA, Dec. 5, 2014 -- Mohawk said it is enhancing its flagship SmartStrand carpet by adding a new soil protection system called Forever Clean.

Factory Orders Decline in October   Full Article
Washington, DC, Dec. 5, 2014 -- New orders to U.S. factories fell for a third straight month in October, according to the Commerce Department.

Jobs Increase Most in Nearly Three Years   Full Article
Washington, DC, Dec. 5, 2014 -- Employers added 321,000 jobs in November and the unemployment rate remained at 5.8%, according to the Labor Department.

Interior Design Names Products of Year   Full Article
New York, NY, Dec. 5, 2014 -- Interior Design Magazine hosted its 9th annual Best of Year Awards Thursday.

Mortage Rates Lowest in More Than a Year   Full Article
Washington, DC, Dec. 5, 2014 -- Long-term mortgage rates have fallen to their lowest level since May 2013, according to Freddie Mac.

QEP Names Kura Executive Vice President   Full Article
Boca Raton, FL, Dec. 4, 2014 –- Q.E.P. Co. said it has named Brian Kura as its new executive vice president.

Initial Unemployment Claims Fall Last Week   Full Article
Washington, DC, Dec. 4, 2014 -- Initial claims for unemployment benefits fell last week, according to the Labor Department.

Planned Layoffs Plunge in November   Full Article
Chicago, IL, Dec. 4, 2014 -- The number of planned layoffs by U.S. employers declined 30% in November from October, according to outplacement firm Challenger, Gray & Christmas.

TISE Says Education Program Space Filling Fast   Full Article
Dallas, TX, Dec. 4, 2014 -- The International Surface Event said that space is filling up fast for the TISE 2015 education program.

Stone & Pewter Accents Rebrands as Lunada Bay   Full Article
Torrance, CA, Dec. 4, 2014 -- Stone & Pewter Accents, a manufacturer of stone and pewter tile, said it has rebranded as Lunada Bay Tile.

Pantone Names Marsala 2015 Color of Year   Full Article
Dalton, GA, Dec. 4, 2014 -- Pantone said that its Color of the Year 2015 is Marsala 18-1438.

Services Sector Expands at Faster Pace   Full Article
Tempe, AZ, Dec. 3, 2014 -- The services sector of the economy grew faster than expected in November, according to the Institute for Supply Management.

Private Sector Jobs Increase by 208K in November   Full Article
Roseland, NJ, Dec. 3, 2014 -- The private sector added 208,000 jobs in November, according to the monthly ADP Employment Report.

Propex Rebrands ISIS Carpet Tile Backing   Full Article
Chattanooga, TN, Dec. 3, 2014 -- Propex said it is replacing the brand name “ISIS” with “ARTIS” for its woven post-consumer recycled PET primary backing for modular tile.

Home Purchase Mortgage Applications Rise   Full Article
Washington, DC, Dec. 3, 2014 -- Mortgage application volume fell last week as refinancing applications declined, according to the Mortgage Bankers Association.

Nora Sheet Flooring Wins Award   Full Article
Salem, NH, Dec. 3, 2014 -- Nora said that its Noraplan nTx has been awarded a 2014 Record Product Award from Architectural Record magazine.

WFCA Lobbies for Internet Sales Taxes   Full Article
Anaheim, CA, Dec. 2, 2014 -- World Floor Covering Association officials recently met with the staffs of top members of Congress about proposed Internet sales taxes and and other issues of importance to flooring industry retailers.

Construction Spending Edges Higher in October   Full Article
Washington, DC, Dec. 2, 2014 -- Construction spending in October was estimated at a seasonally adjusted annual rate of $971.0 billion, 1.1% above the revised September estimate of $960.3 billion, according to the Commerce Department.

Distributor Belknap White Expands Armstrong Line   Full Article
Lancaster, PA, Dec. 2, 2014 -- Armstrong Floor Products said that distributor Belknap White (Patriot) will handle Armstrong residential products in Southern Connecticut, Metro New York and Northern New Jersey effective January.

Easy Turf Signs Tomlinson as Spokesperson   Full Article
Vista, CA, Dec. 2, 2014 -- EasyTurf has re-signed NFL Most Valuable Player LaDanian Tomlinson as a spokesperson.