Mohawk Unveils Ad Campaign for SmartStrand

Dalton, GA, April 8, 2009--On the heels of a Federal Trade Commission ruling that allows PTT to be reclassified as a subclass of carpet fiber called "triexta," Mohawk has rolled out a new ad campaign touting the virtues of its SmartStrand carpet, which is composed of the fiber.

The campaign is breaking in the April issues of consumer shelter magazines such as Elle Décor, House Beautiful, Natural Home, Traditional Home, and Better Homes and Gardens Special Interest Publications. TV buys include HGTV, DIY Network, Fine Living, Planet Green, TLC, Style, and A&E. The Mohawk campaign will have an online presence at HGTV.com, FineLiving.com, Homeportfolio.com, and PointClickHome.com.

The FTC ruling allows Mohawk, the only company now making carpet with DuPont's PTT, to avoid labeling the carpet as typical polyester.

Triexta has been determined to be superior to standard polyester and shares little more than a similar chemical structure.

Mohawk said that retailer and consumer testimonials, along with independent testing, have continually confirmed that carpet made with triexta performs better than conventional polyester.

This is the first extension that the FTC has approved for textiles in 5 years and the first extension for residential carpeting since nylon in June of 1959.

The SmartStrand campaign is the first developed in conjunction with Mohawk’s new advertising agency, Cramer-Krasselt.