Mohawk Starts License to Spill Promotion

Dalton, GA, April 22, 2013 -- Mohawk is taking its SmartStrand products on a coast-to-coast “License to Spill” carpet showdown tour in partnership with nationally syndicated lifestyle television show, The Better Show.

The tour, which is making at least 12 stops all over the country, is showcasing the cleanability and performance of SmartStrand carpet at popular festivals and home show events.

Attendees are invited to spill everything from Ketchup and Kool-Aid to wine and coffee on SmartStrand Sorona carpet to see if it will come clean with just water or mild detergent.

Mohawk is promoting local Floorscapes and ColorCenter retailers at each tour stop and encouraging consumers to visit their nearest aligned retailer to take advantage of a promotional offer.

HGTV celebrity designers Taniya Nayak and Chip Wade will make guest appearances at a number of tour stops to attract consumer attention and promote SmartStrand.

Each event will also feature either JD Roberto or Audra Lowe, the two hosts from The Better Show, and highlights of each tour stop will be shown nationally to over a million viewers on the popular television program.

The campaign is also being actively supported through social media integration. For example, Mohawk’s Pinterest page is incorporating images of local retailers who are participating in their own License to Spill challenges.

To complement the tour, Mohawk has created a License to Spill event kit so that Floorscapes and ColorCenter retailers can take advantage of events in their local communities and host their own showdown.