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MOHAWK FEATURES HARDWOOD, CERAMIC FOR FIRST TIME IN ADS.

DALTON, Ga.-Mohawk Industries' new consumer print ads feature hardwood and ceramic flooring for the first time.

The series of three ads, appearing in 25 magazines beginning this month, presents familiar household items in unexpected ways while showcasing carpet, hardwood and ceramic products. Furry slippers smooch on luxurious carpet in an opulent bedroom. Rubber ducks parade across a beautiful tiled bathroom. An errant bowling ball mischievously eyes a porcelain urn across a gleaming wood floor.

"Shopping for floor covering is often seen as a daunting experience, but these ads are telling consumers -- especially women, who make the bulk of flooring choices -- that the path to great rooms doesn't have to be painful," said Ed Williams, senior vice president of marketing.

The campaign is by marketing and ad agency MARC USA and features Mohawk's tag line: "Mohawk Makes the Room."

The ad series runs on three consecutive pages in publications including Architectural Digest, Country Home, Better Homes & Gardens, Woman's Day, This Old House and People.

The first three-page unit appears in the July-August issue of Home.
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Comment:MOHAWK FEATURES HARDWOOD, CERAMIC FOR FIRST TIME IN ADS.
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Jun 30, 2003
Words:175
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