Mohawk again has raised the bar, using a flash mob to promote their newest and softest carpet, SmartStrand® Silk™ made with DuPont™ Sorona® renewably sourced fiber.

The flash mob broke out during last month’s Surfaces show in Las Vegas. A group of dancers hit the floor for a seemingly spontaneous, but previously choreographed, dance, flaunting their best moves to bring attention to SmartStrand® Silk. The event was captured on video now viewable through YouTube.

“Mohawk continues to prove their ability to meet consumer needs by launching new products like SmartStrand® Silk,” said Walter Fields, global business director - Sorona®, DuPont™ Industrial Biosciences. “We are excited that Sorona®, with its unique attributes, has enabled Mohawk to offer consumers another superior carpet option for their homes—one that is as beautiful as ever and softer than anything else in the market today.”

SmartStrand® Silk™ features all the original benefits of SmartStrand® with DuPont™ Sorona® including the built-in stain resistance, durability and one-of-a-kind lifetime warranty. But, with SmartStrand® Silk™, softness has achieved a new level.

SmartStrand® leads the industry with the highest customer satisfaction in cleaning, maintenance and durability. To prove it, Mohawk installed SmartStrand® in a rhinoceros enclosure and put the carpet up against the largest land mammal on the planet – the African elephant – and the carpets looked like new after cleaning. Nine out of 10 SmartStrand® owners said they would buy SmartStrand® again, according to a survey conducted in October 2011*.

Listen to Mohawk’s Market Development Director Rick King talk about SmartStrand® Silk™ with DuPont™ Sorona® during their National Dealer Convention in December.

*All satisfaction scores based on a national survey of carpet buyers conducted by Brandware Research in October 2011.