| Mohawk's Beautiful Floors Rewrite Classic Stories
PITTSBURGH, April 10, 2006 — Mohawk Industries' new integrated brand campaign, debuting April 18 from MARC USA, portrays rooms so beautiful that the outcomes of classic stories are changed because the characters are so enamored with their carpet, tile or hardwood floors.
Cinderella doesn't mind keeping her ride to the ball waiting because she's really in love with the magnificent tile floor in her kitchen. Goldilocks disdains all three of the bears' beds to curl up dreamily on a beautiful sculptured carpet. And, the Evil Queen is outdone, not by Snow White, but by the gleaming reflection of the hardwood floor she sees in her mirror. All these updated story endings will be revealed in a print campaign in leading home décor and shelter publications as well as a number of lifestyle titles. Cinderella leads with two-page spreads in May books.
"Our campaign is unlike anything else you'll see in these publications," explains Ed Williams, Mohawk Senior VP of Marketing. "It's really breakthrough for the category. The tone is sophisticated—combining warm, inviting rooms with whimsical humor."
Continued on Page 2
Back to News | |
|
|
 |
|
