Article Number : 4502 |
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| Date | 5/22/2009 9:30:43 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4502 |
| Abstract | DALTON—A slobbery bloodhound on a new white carpet is frightening enough. But what if you surrounded him with 55 glasses of red wine? Or subjected your pristine new floor to an army of... |
| Article | DALTON—A slobbery bloodhound on a new white carpet is frightening enough. But what if you surrounded him with 55 glasses of red wine? Or subjected your pristine new floor to an army of girls jumping rope? The stopping power of images like these will be grabbing the attention of millions of readers and viewers this year as Mohawk rolls out a new consumer ad campaign in print, television and online media. The to-the-point message: Mohawk SmartStrand carpet with DuPont Sorona fiber can handle even the most extraordinary challenges. Mohawk’s campaign with SmartStrand is getting a boost from a recent ruling by the Federal Trade Commission (FTC). Acting on a petition submitted nearly three years ago, the FTC has ruled that PTT fiber, such as that used in SmartStrand and Smart-Strand with DuPont Sorona, is so unique that it should be given its own fiber category, a subclass called ‘Triexta,’ instead of being classified as a polyester (FCNews, April 6/13). The campaign debuted 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 PointClick Home.com. “We’re continuing to be aggressive in reaching our core consumers—groups our research has identified as ‘passionate decorating hobbyists’ and ‘homecentric cocooners,’” said David Duncan, vice president of marketing. “These are female consumers focused on their homes and design. They’re engaged in home improvement projects, and pursue new design ideas, products, information and resources.” “This adds even more credibility that our SmartStrand fibers are in a class all by themselves,” he explained. “We have both the creative message— and the technical proof—to support this.” Lindsey Ann Waldrep, Mohawk’s director of creative services, said, “These are extraordinary times. But Mohawk is fortunate in that we have some truly extraordinary products like SmartStrand with DuPont Sorona. So we decided that a way to reach out to consumers is to put this extraordinary product into extraordinary situations.” She said that the idea of spilling red wine on a white carpet is horrifying for a consumer base that takes exceptional pride in their homes and that enjoys entertaining. But when they see that Mohawk’s SmartStrand carpet with DuPont Sorona fiber has built-in stain protection that can stand up to a red wine spill, they see Mohawk has taken the risk out of the purchase without compromising the buyer’s de-sire for style. “As the headline points out: ‘Don’t Worry. It’s SmartStrand,” she noted. Duncan concluded, “We have a fresh message that is tailored to current market conditions and our core consumer, and it’s one focused on a product that our dealers report is one of their best sellers.” For more information, call 706.272.4961. |