Mohawk Adds Laminate to Ad Campaign

Dalton, GA, April 19, 2007--Mohawk’s award-winning consumer print campaign continues in 2007—with the addition of a new, very familiar fairy tale character and a new product category.

Beginning in June, Pinocchio joins Cinderella, Goldilocks, and the Evil Queen as a character in Mohawk advertising, with a new ad featuring Mohawk’s all-new laminate products. Mohawk chose Pinocchio as the fourth character in the fairy tale series to convey the message that the company’s new laminate styles look and feel like real wood, and to communicate it in a fun and humorous way.

“This campaign was started in 2006, and has been especially well received by women—naturally our key demographic,” notes Lindsey Ann Waldrep, Brand Manager of Wood and Laminate Products for Mohawk. “With the terrific laminate products we now have in our line, this new ad comes at an ideal time to help dealers build business in this important category.”

Last summer, Mohawk began major upgrades to its laminate products. New laminates have been introduced in four phases since then, with Phase Four now rolling out to dealers nationwide. Mohawk’s latest laminate products feature intricate patterns, new finishes, and remarkable texture treatments—including products that have hand-scraped looks like popular hardwoods.

“It’s almost impossible to distinguish between today’s laminates and hardwoods—in wood grain, texture, or even the sound as people walk across the floor,” Waldrep said. “ Mohawk laminates look so good, even Pinocchio can’t tell the difference.”

The Mohawk consumer ad campaign reached more than 1.2 billion people in 2006, and an aggressive schedule is planned for this year, with ads in magazines such as Architectural Digest, Good Housekeeping, House Beautiful, House and Garden, Martha Stewart Living, Oprah, Southern Living, and more than 15 other titles. The laminate ad will rotate with the “Cinderella” ad for ceramic tile and the “Goldilocks” ad for carpet.

Campaign Theme Reflected On Mohawk Website, In POP, And In Other Communications

The “fairy tale” graphics are also an integral part of the Mohawk consumer website, www.mohawk-flooring.com, which makes it easy for consumers to get information on flooring and to find local dealers. Information is categorized into three stages: “Decorating and Planning,” “Shopping and Buying,” and “Caring and Maintaining.” An expanded Mohawk “DreamVision” feature allows consumers to see how different types of flooring look in different room settings ranging from traditional to contemporary. The consumer ad campaign graphics are also used in other Mohawk communications, building upon recognition and awareness.