Mohawk Industries

Mohawk was launching a new hard surface flooring product called Solidtech®. This remarkable offering was going to redefine the entire hard surface category. Our market, however, was comprised of three distinct groups: Mohawk’s sales team, the retailers, and the consumer. Communicating the unique properties and benefits of Solidtech® differed for each group. Specific messaging and content had to be tailored to each, as did the media that would carry those messages.

We needed a unique property, a character, and some unexpected way to introduce this exceptional product to the marketplace. The purpose being to give this new product a unique identity and brand personality that confirmed Solidtech® was the best man-made flooring available. This character also had to have a universal appeal to our three distinct audiences, leaving them with an unforgettable impression.