Mohawk was launching a new hard surface flooring product called Solidtech®. This remarkable offering was going to redefine the entire hard surface category. Our market, however, was comprised of three distinct groups: Mohawk’s sales team, the retailers, and the consumer. Communicating the unique properties and benefits of Solidtech® differed for each group. Specific messaging and content had to be tailored to each, as did the media that would carry those messages.
We needed a unique property, a character, and some unexpected way to introduce this exceptional product to the marketplace. The purpose being to give this new product a unique identity and brand personality that confirmed Solidtech® was the best man-made flooring available. This character also had to have a universal appeal to our three distinct audiences, leaving them with an unforgettable impression.
Say, “Hello,” to Doug the Pug—the discerning, demanding, and uncompromising arbiter of style and taste. There is no one that knows better than this world famous canine. He’s the personification of everything that makes this brand the unparalleled choice in hard surface, premium flooring. No doubt he is the perfect face for Solidtech®, given his 4 million likes on Facebook and his 2 million followers on Instagram. And Doug is uniquely capable of capturing the attention of all three audiences.
With our uncompromising, unforgettable spokesdog in place, we began developing a variety of promotional materials designed to appeal to each of our distinct audiences. We put together in-store displays for retailers, a 4-color brochure for our consumers, custom videos for retailers, consumers, and the sales team, posters and print advertising, and displays for upcoming trade shows.