WEAR-DATED® PARTNERS WITH MOHAWK FOR NEW CONSUMER AD CAMPAIGN
KENNESAW, Ga.--May 8, 2006—Wear-Dated® carpet fiber is proud to announce its partnership with Mohawk in a new consumer advertising campaign. The first ads can be seen in May issues of magazines on newsstands this week. The ads showcase both the Mohawk and Wear-Dated logos – a direct result of the strategic branding initiative among Solutia’s Wear-Dated carpet fiber, Mohawk Industries and 3M Scotchgard announced in December.
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 that connect with the target woman consumer who makes or influences the majority of flooring related decisions.
Mohawk and Wear-Dated 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 Wear-Dated 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 Wear-Dated brands, thus raising the awareness the retailer needs to close the sale.”
For more information about other new Wear-Dated products and programs, contact Christine Whittemore at
cbwhit@solutia.com or contact your Wear-Dated Representative.
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Notes to Editor:
· Wear-Dated is a registered trademark of Solutia Inc.
· Scotchgard is a registered trademark of 3M.
· Mohawk is a registered trademark of Mohawk Industries.
Mohawk Industries
Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of carpet, ceramic tile, laminate, wood, stone, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Ralph Lauren, Lees, Bigelow, Dal-Tile, American Olean, Unilin and Quick-Step. Mohawk's unique merchandising and marketing assist our customers in creating the consumers’ dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.
http://www.mohawk-flooring.com.
Wear-Dated® Carpet Fiber
Carpets made with Wear-Dated carpet fiber are tough tested and certified for unsurpassed durability, assuring carpet that looks better longer and is backed by full five-year normal wear and full seven-year stain and soil warranties. For more information, visit
http://www.weardated.com.
Solutia
Solutia
http://www.Solutia.com uses world-class skills in applied chemistry to create value-added solutions for customers, whose products improve the lives of consumers every day. Solutia is a world leader in performance films for laminated safety glass and after-market applications; process development and scale-up services for pharmaceutical fine chemicals; specialties such as water treatment chemicals, heat transfer fluids and aviation hydraulic fluid and an integrated family of nylon products including high-performance polymers and fibers.
Solutia ... Solutions for a Better Life.
Source: Solutia Inc.
St. Louis
5/8/2006