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Mohawk 'takes the cake' with new campaign

by Louis Iannaco

Dalton—“Now You Can Have Your Cake and Drop It, Too.” That’s how Mohawk is positioning its newest innovation, SmartStrand Silk with DuPont Sorona, in a high-profile national advertising campaign currently hitting newsstands.

SmartStrand Silk revolutionized the market when it was introduced less than a year ago, making its mark as the industry’s only luxuriously soft carpet with built-in stain and soil resistance that never washes or wears off, said Elise Demboski, Mohawk’s vice president of creative services. “Mohawk’s retail partners have quickly discovered that one swipe of the consumer’s hand is equal to one SmartStrand Silk sale.

“Making SmartStrand Silk the centerpiece of our national ad campaign this fall was an easy decision,” she explained. “There is no other carpet like it on the market—it performs in every category. Tough stains clean easily with water and mild detergent, it offers an unbeatable wear performance, and it’s made in part from renewable resources. As our national ad campaign shows, SmartStrand Silk’s luxurious softness really is the icing on the cake.”

The full-page print ad featuring the “Now You Can Have Your Cake and Drop It, Too,” headline can currently be seen in popular home shelter magazines, including House Beautiful, Country Living, Family Circle, Traditional Home, HGTV magazine, Canadian House & Home and more. The timing of the SmartStrand Silk national ad campaign is strategic, Demboski said. “It is crafted to coincide with the Mohawk Anniversary Sale event, which kicked off Sept. 26 at Mohawk’s Floorscapes and ColorCenter retailers.

“To further leverage the fall sale event and help drive consumers to their local aligned retailer,” she explained, “Mohawk is also running 1⁄3-page print ads promoting the Mohawk Anniversary Sale alongside the full-page SmartStrand Silk advertisement.”

To give continuity throughout the consumer shopping experience, retailers can also bring the look of the new SmartStrand Silk national ad campaign in-store. Mohawk has crafted a point-of-sale kit that features the “Now You Can Have Your Cake and Drop It, Too,” creative in posters, price tags, and card toppers, in addition to print and online banner ads that retailers can customize with their store brand.

“We want our retailers to have complete confidence that we are providing them with all of the marketing and advertising tools needed to take advantage of this revolutionary carpet,” Demboski concluded. “We believe we’ve crafted a comprehensive SmartStrand Silk campaign from the national to the local level, and we anticipate it will position our retail partners for success in the fall selling season.”

Visit MohawkToday.com to learn more about the SmartStrand Silk point-of-sale kit.