Mohawk To Let Elephants Test SmartStrand

Dalton, GA, Sept. 21, 2010--Mohawk is expanding on its Ricky the Rhino promotion from last year and this time will let six African elephants at the Dallas Zoo test the performance and stain resistance of its SmartStrand carpet.

For two weeks, the animals will be turned loose on the Mohawk carpet.

Mohawk is also introducing a new Human Habitat element to the challenge, where zoo guests can visit four different household situations: a living room, kitchen, bedroom and foyer.

Each living situation will incorporate Mohawk flooring products—carpet, laminate, ceramic and Mohawk’s brand new strand woven bamboo—allowing visitors to interact with the exhibits.

As part of the promotion, Mohawk is helping retailers by providing comprehensive point-of-purchase kits, customizable advertising materials like television spots and print ads, among other elements.

“We have an extraordinary product and we’re challenging it in an extraordinary way to prove the unmatched durability of SmartStrand with DuPont Sorona,” said David Duncan, Mohawk’s vice president of marketing.

SmartStrand Zoo Challenge t-shirts will be sold, benefitting the Dallas Zoo’s “Zoo2Wild” Conservation fund.

For more information, see today's FloorDaily interview with Mohawk's David Duncan.