CALHOUN, Ga. July 22, 2014— Mohawk continues to put the amazing soil- and stain-resistance benefits of SmartStrand carpet to the test. This year, Mohawk introduced the world to “Mo,” a messy, four-legged yellow lab who serves as a regular correspondent on the nationally-syndicated The Better Show and has made many bone-a-fied celebrity appearances throughout the year at high-profile pet events. Now, Mohawk is launching Mo’s webisode series, Make Room for Mo, to showcase the durability and cleanability of SmartStrand. The fun-filled series, available for viewing on Mohawk Flooring’s YouTube page, provides a humorous narrative of the daily struggles experienced by a family with young children and a mischievous dog.

“SmartStrand Unleashed is a multifaceted campaign designed to educate consumers on the powerful benefits of SmartStrand, a premium soft carpet with durability and stain resistant features that can stand up to the messiest of pets,” said Elise Demboski, vice president of creative services at Mohawk. “The ‘Make Room for Mo’ webisode series serves as a fun way to connect with dog-loving consumers by featuring the occasional plights associated with pet-ownership while simultaneously communicating the benefits of SmartStrand as a way to overcome some of those challenges.”

Mo is currently serving as the world’s first canine correspondent on The Better Show, a lifestyle and entertainment program airing to one million viewers every weekday. Mo makes regular appearances on the show’s pet-oriented segments, which range in topic from throwing the ultimate dog birthday party to a how-to series on exercising with pets.

“SmartStrand is truly a pet-friendly carpet,” explained Demboski. “It has built-in stain and soil protection that never washes or wears off, so it can easily stand up to pet messes. Pets love the luxurious softness of SmartStrand Silk and owners won’t need to worry about using harsh chemicals to clean any ‘accidents,’ which can be cleaned with just water or a mild detergent.”

To add even more excitement to the campaign, Mo is also raising awareness for pets in need through Mohawk’s partnership with the Petfinder Foundation. In addition to making a donation to the Foundation and spreading the word about the organization via Mohawk Flooring’s Facebook page, the company also worked with the Petfinder Foundation to identify deserving dog foster homes throughout the country in need of pet-friendly products for their homes. In total, five foster homes were selected as recipients of a SmartStrand prize pack, including a carpet of their choice and a dog-bone shaped rug for the families’ dog(s) to enjoy.

Mohawk launched its 2014 national campaign, SmartStrand Unleashed, with Animal Planet’s Puppy Bowl X, which aired during the Super Bowl on Sunday, February 2, 2014. More than 10 million viewers tuned in to watch the all-star cast of canine contestants compete on the grand gridiron of Animal Planet Stadium. As the official carpet sponsor, Mohawk promoted its SmartStrand carpet on air and participated in a “live” Puppy Bowl Expo hosted by Discovery Communications, the parent company of Animal Planet.

To learn more about the campaign and meet Mo, visit MohawkFlooring.com/Unleashed.

Photo caption: Mo, pictured here on Mohawk’s SmartStrand Silk, is the star of the SmartStrand Unleashed campaign and the Make Room for Mo webisode series.

Mohawk Industries is a leading global flooring manufacturer that creates products to enhance residential and commercial spaces around the world. Mohawk’s vertically integrated manufacturing and distribution processes provide competitive advantages in the production of carpet, rugs, ceramic tile, laminate, hardwood, stone, and vinyl flooring. Our industry-leading innovation has yielded products and technologies that differentiate our brands in the marketplace and satisfy all remodeling and new construction requirements. Our brands are among the most recognized in the industry and include American Olean, Bigelow, Daltile, Durkan, Karastan, Lees, Marazzi, Mohawk, Pergo, Unilin, and Quick-Step. During the past decade, Mohawk has transformed its business from an American carpet manufacturer into the world’s largest flooring company with operations in Australia, Brazil, Canada, China, Europe, India, Malaysia, Mexico, Russia and the United States.

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