Mohawk came to us looking for a way to launch their new pet-proof vinyl flooring, SolidTech, to their sales team, retailers, and customers. We leveraged a social media sensation.
WE NEEDED A UNIQUE PROPERTY,
AND AN UNEXPECTED WAY TO INTRODUCE THIS EXCEPTIONAL PRODUCT TO THE MARKETPLACE
We wanted 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
Doug the Pug is the discerning, demanding, and uncompromising arbiter of style and taste. No one that knows "the best" better than this world famous canine. He represents everything that makes this brand the unparalleled choice in hard surface, premium flooring. No doubt he is the perfect face to help Solidtech® reach a wide market, 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.