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Mohawk Home refines its message

Sugar Valley, GA — Mohawk Home is revamping marketing initiatives and unveiling a new set of retail-specific logos, labels and packaging designs.

The new campaign — "Mohawk Home makes it easy to create a more comfortable home" — will launch at the New York Home Textiles Market next week.

A soft launch of the company's new logos and product labels took place in July at the Atlanta International Area Rug market, and the new labels began shipping this month. The new corporate logo has been updated to reflect "a softer, more feminine feel to go with the decorative characteristics of our products," said Merle Johnson, vp, marketing. The second logo represents the company's new icon, an "MH" within a circle, combined with "Mohawk Home" in small letters.

"The first thing to change was the way we label the products because shelf appeal is how our products talk to the consumer," Johnson added. "Our new labels give us the synergy we need to bond our products together on the shelf. They reflect a new personality to the consumer through better, cleaner graphics, true color and a simple message."

The company's new advertisements, which incorporate lifestyle photography and images of product swatches, are primarily made for both trade and shelter publications, but also "alternative marketing programs" — such as direct mail — are being explored, Johnson said. Mohawk Home's newly designed website, www.MohawkHome.com, will launch Oct. 1.

For the near future, marketing initiatives will include a stronger cross-merchandising effort across all of Mohawk Industries' product divisions.

"We've found statistically that a large portion of people who purchase our hard-surface flooring will purchase an area rug to go on top of it within one month's time," Johnson said. "We want to capture that customer at her first Mohawk purchase and introduce her to other product categories that we make."

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