Article Number : 1088 |
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| Date | 6/1/2006 10:40:42 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1088 |
| Abstract | Kennesaw, Ga.—Solutia has partnered with Mohawk Industries in a new consumer advertising campaign. The first ads can be seen in May issues of magazines on newsstands now... |
| Article | Kennesaw, Ga.—Solutia has partnered with Mohawk Industries in a new consumer advertising campaign. The first ads can be seen in May issues of magazines on newsstands now. The ads showcase both the Mohawk and Solutia’s Wear-Dated brand logos—a direct result of the strategic branding initiative among Solutia, Mohawk and 3M Scotchgard announced last December (FCNews, Dec. 12/19). Mohawk has created a series of four ads with “storybook” themes that will run in nearly 40 consumer magazines this year. The ads feature Mohawk’s carpet, hardwood, ceramic and laminate flooring, reinforcing the multitude of ways in which “Mohawk makes the room.” The carpet creative shows “Goldilocks” asleep on Mohawk’s Cottage Hideaway-Pastorale carpet, made with Wear-Dated carpet fiber. The ads will run in Better Homes & Gardens, House & Garden, House Beautiful, Oprah Home, Cooking Light and many other shelter and lifestyle publications. Resonate With Women Mohawk and Solutia are confident the new ads will resonate well with female consumers. “When we showed this series of ads to our focus groups, participants’ response was off the charts,” said Ed Williams, senior vice president of marketing for Mohawk. “Our goal is to reach women and show the beauty and fashion of flooring. We believe these ads do both very well.” “Our partnership enables Solutia to reach a larger audience through a greater number of publications,” said Keith Barbaree, director, Wear-Dated carpet fiber. “We believe the strength of this campaign will educate the consumer about both the Mohawk and Solutia Wear-Dated brands, thus raising the awareness the retailer needs to close the sale.” For more information about Solutia, call 770/951-7600. |