Dalton—As a bigger and better follow-up to last year’s Ricko the Rhino challenge, Mohawk is teaming up with the Dallas Zoo this October to once again put SmartStrand fiber to the test. For two weeks, six African elephants, the world’s largest land mammal, will live on Mohawk’s carpet to challenge stain resistance and those 45,000 pounds will test its resiliency.
Mohawk is also introducing a new Human Habitat element to the challenge, where zoo guests can visit four different household set-ups: a living room, kitchen, bedroom and foyer. Each will incorporate Mohawk flooring products including carpet, laminate ceramic and Mohawk’s new strand woven bamboo. This feature area also allows consumers to engage with Mohawk’s GreenWorks sustainability platform, to make consumers aware of the sustainable products they can select for their homes.
“We have an extraordinary product and we’re challenging it in an extraordinary way to prove the unmatched durability of SmartStrand with DuPont Sorona,” said David Duncan, vice president of marketing. “After having 45,000 pounds of pressure applied to the carpet repeatedly for two weeks showcasing its supreme resiliency, consumers will be confident in putting SmartStrand in their own wildlife situations at home. And we’re getting additional ‘human testing’ on our hard surface products with the Human Habitat. The SmartStrand Zoo Challenge is back and bigger than ever—all designed to drive consumer traffic to retail store locations.”
Mohawk is helping retailers take full advantage of merchandising and promotion opportunities available by providing comprehensive point-of-purchase kits, customizable advertising materials like television spots and print ads, among others.
SmartStrand Zoo Challenge t-shirts will be sold, benefiting the Dallas Zoo’s “Zoo2Wild” Conservation fund, as well as supporting field conservation partnership programs such as Charles Foley’s Tarangire elephant project, the Cheetah Conservation Fund, International Rhino Fund and Gulf Oil Spill relief efforts.
For more information contact Mohawk at 800.241.4494.