Mohawk’s Ad Program Bigger in 2004

Dalron, GA, Jun. 14--Brand awareness and brand value comes from consumer contact. So in 2004, Mohawk is conducting its largest consumer advertising campaign ever, using television, print, and the Internet to make consumers aware of the value that today’s floors offer. The company is continuing its theme of humor to gently show people just how much fun a new floor can be. And ads are emphasizing hard surface floors as well as carpet. A new print ad for carpet features a Cupid statue showing its love for a new carpet by shooting his arrow into in, with the headline, “A Classic Love Story.” For ceramic tile, a bottle of wine has spilled some of its contents onto the floor, forming the shape of a kiss. The headline, “Ciao, bella,” reflects love for the floor’s beauty. And for hardwood, the bronze basketball figure from atop a trophy can’t resist breaking free. The headline seems to congratulate him (and the homeowner): “Nice Move.” Ads are appearing in more than 20 major consumer publications including Better Homes & Gardens and People, and they’re reinforced with in-store merchandising materials. Television ads have similar themes, and are done by the Oscar-nominated cinematographer of Seabiscuit, Armageddon, and Pearl Harbor. They appear regularly on HGTV, Discovery, The DIY Network, A&E, and others. In all, the ad schedule will make more than 550 million consumer impressions this year. “Our research shows that advertising certainly improves awareness for Mohawk as a total flooring company,” Williams said. “Better yet, the advertising is getting people into stores. Our responsiblity as the leading consumer brand is to do national advertising that supports dealers’ local ad efforts. Together, we’re extremely effective.”