Johnson City, Tenn. -- Mullican Flooring announced its newest advertising and social media campaign, "Real Dogs, Real Wood Floors." The project focuses on educating consumers about the benefits of buying real hardwood floors.

The campaign highlights the company's manufacturing and promotion of real hardwood flooring. Through the playful imagery of a family holding a toy dog, Mullican Flooring emphasizes that there is no substitute for the real thing.

"Both hardwood flooring and family pets have been a part of the American home for a long time," said Neil Poland, president of Mullican Flooring. "Dogs represent special moments and memories, and we want that same connection with our products. We thought it was appropriate to use them in our promotional efforts."

The company will take a multichannel approach to reach consumers by promoting in trade publications and on various social media platforms.

Mullican first teased the "Real Dogs, Real Wood Floors" concept with a February 2018 advertisement. Following the positive response and the launch of their new brand identity, the company chose to build a media campaign around it.

The company will focus on the messages that Mullican floors are crafted from the highest-quality hardwoods, are sustainable and authentic. The company will also highlight how hardwood flooring increases the value of a home because it is clean, hypoallergenic, naturally renewable and can be refinished.

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