Mohawk Rolling Out New SmartStrand Campaign
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Dallas, TX, Dec. 13, 2013 -- Mohawk is rolling out another marketing program featuring a yellow lab to demonstrate the stain resistance of its SmartStrand carpet.

In recent years, Mohawk has put its carpet in zoos and other unusual places to show how SmartStrand can stand up to unordinary abuse.

The new campaign features “Mo”, a messy, yellow lab, in unpredictable and unscripted moments in a campaign called SmartStrand Unleashed. It will debut along with Animal Planet's Puppy Bowl X, airing during the Super Bowl on Sunday, Feb. 2.

As the official carpet sponsor, Mohawk will promote its SmartStrand carpet on air and will also implement a digital campaign, inviting fans to Instagram a photo of their dog watching Puppy Bowl X for a chance to win a dog-bone shaped SmartStrand bound carpet.

Mohawk’s SmartStrand will be fully integrated throughout the Puppy Bowl Expo, the company said.

Not only will SmartStrand serve as the field carpet, the product will also be installed throughout the 15,000-square-foot facility.

Mohawk will be present throughout the week to introduce attendees to Mo, pass out SmartStrand samples and communicate the benefits of the carpet. Fans who are unable to attend the Puppy Bowl Expo can see it on Animal Planets’ “live” webcam, which will be exclusively sponsored by Mohawk.

Mo will also make his debut as the world’s first canine correspondent on The Better Show, a nationally syndicated lifestyle and entertainment program airing to one million viewers every weekday. Mo will be a regular on the show throughout 2014 and will have his own 12-series webisode, called “Mo’s Next Mess.”

Mo will also raise awareness for pets in need through Mohawk’s partnership with the Petfinder Foundation.