Since the initial launch, Mohawk has continually advanced the SmartStrand brand and products with such innovations as adding a rapidly renewable resource into the polymer, making it the first carpet with bio-based materials, and SmartStrand Silk, which added a whole new level of softness to what was an already soft, premium fiber. Along the way, the company has held numerous real-life demonstrations to showcase how the product stands up to all the marketing claims—from putting it into a rhino’s cage to having it be the official carpet of the Puppy Bowl to a national License to Spill challenge and more.
For the brand’s 10th anniversary, Mohawk has pushed the innovation button once again to take the product where no other has gone with the introduction of SmartStrand Forever Clean featuring Nanoloc technology.
The result: “It’s the toughest, easiest to clean carpet on the planet,” said Tom Lape, president of Mohawk residential.
“With SmartStrand Forever Clean, Mohawk is building upon the success of SmartStrand by combining it with Nanoloc technology, an added layer of protection that locks out spills and makes the carpet even easier to clean,” he added. “Nanoloc is an advanced spill-resistant shield made from nano particles that seamlessly lock together, which prevents dirt and spills from settling into the carpet. With SmartStrand Forever Clean, soil is released at three times the rate of other carpets. To say it another way, a consumer would have to vacuum her floor three times versus just one time with SmartStrand.”
While Mohawk made the official unveiling of Forever Clean at its aligned dealer Solutions convention (Editor’s note: Full coverage will be in the January issue), Lape said, “Unlike traditional product introductions no one will have to wait for this. Every SmartStrand carpet purchased today is now SmartStrand Forever Clean. Mohawk has completely transformed the collection and incorporated this new innovation in every square yard that is shipped, effective immediately.”
As with every SmartStrand innovation, the company is also pushing the marketing envelope. To prove it is the toughest, easiest to clean carpet, Mohawk has partnered with Tough Mudder, the premier adventure challenge series in the world that tests participants’ physical and mental strength over grueling—and very muddy—obstacle courses designed by British Special Forces during a 24-hour, non-stop period.
David Duncan, Mohawk’s senior vice president of marketing and sales operations, said, “Throughout 2015, Mohawk will be installing SmartStrand Forever Clean right on domestic and international courses where it will withstand a beating from over 120,000 extremely muddy competitors. SmartStrand has proven itself in the past as the industry’s most durable, stain resistant carpet with some pretty incredible challenges. While these torture tests are intense, there’s nothing tougher—or muddier—than Tough Mudder.”