Mohawk’s 2006 Ad Campaign to Net Over 1.2B Impress

Dalton, GA, April 20, 2006--Mohawk’s 2006 consumer advertising campaign will use print and television to make more than 1.2 billion impressions targeted to floorcovering shoppers across the nation.

The campaign will be seen in more than 30 magazines and on 11 national television channels. The television campaign continues the use of Mohawk’s “Shall We Dance” commercial, while the print campaign, entitled “What If,” features all-new creative based on classic fairy tale characters, including Cinderella, Goldilocks, and the Evil Queen. Ads feature different types of floorcovering--carpet, hardwood, and ceramic: What if the ending of a classic fairy tale or fable is changed by the beauty of a Mohawk Floor? The “Cinderella” ad features the would-be princess in her kitchen, while her pumpkin carriage awaits, visible in the background. But she’s not in a hurry to get to the ball—the copy explains, as she gazes at the floor (Mohawk Ceramic’s new Sardara), that she’s already found her “true love.” A second ad, “Goldilocks,” showcases the beauty and comfort of Mohawk Carpet (Cottage Hideway, a pattern, is the featured product). It shows Goldilocks asleep in the three bears’ bedroom, but not on any of the beds. She’s dozing on the floor, which is the place that’s really “just right.” A third ad takes a slightly different approach for Mohawk Hardwood. he Evil Queen of fairy tale fame is looking in a mirror at Mohawk Hardwood’s Santa Barbara Plank. Her countenance is more grim than usual as she realizes that she has unbeatable competition for the “fairest of all.” “The humorous approach we’ve used in previous campaigns is still a strong way to build recognition of the Mohawk brand and our products,” said Ed Williams, senior vice president of marketing for Mohawk. “This year’s campaign uses the humor of universally-known stories to call attention to the beauty and comfort of Mohawk floors. We were particularly pleased with how strongly this campaign scored in consumer testing, especially with women. It really strikes a chord with the people who are most likely to be floorcovering shoppers.” The print campaign will run from April through November in magazines including Better Homes and Gardens, Good Housekeeping, Architectural Digest, House and Garden, House Beautiful, Country Living, Oprah, Martha Stewart Living, Real Simple, Food and Wine, Parents, Sunset, and Southern Living. Among the channels included in the TV campaign are HGTV, DIY, Discovery Home, The Learning Channel, We (Women’s Entertainment), and the Travel Channel. “This will help strengthen the Mohawk brand, which, research shows, is among the most recognized floorcovering names and continues to grow in consumer awareness,” Williams said. “And the campaign gives consumers web and toll-free information that makes it easy for them to find their local dealer. It will be a powerful tool for helping direct consumers to our dealers throughout 2006.” The “fairy tale” graphics are an integral part of the Mohawk consumer website, www.mohawk-flooring.com, with a website update that debuted April 17. The website has been updated to make it easier for consumers to get information and to find local dealers. Information is now categorized into three stages: “Decorating and Planning,” “Shopping and Buying,” and “Caring and Maintaining.” “By organizing information in this manner, consumers can have easy access to the details they need at every step of floorcovering selection and ownership,” Williams said. “This means they come into dealerships better informed and better prepared to buy.”