As part of an ambitious effort to promote it s new laminate line, Mohawk’s says it has recruited the legendary fairytale character  Pinocchio. The well known boy made of wood has been enlisted to help expand an ad campaign it kicked off last year with the help of Cinderella, Goldilocks, and the Evil Queen. The company  says it  recruited Pinocchio as the fourth character in the fairy tale series to convey the message that the company’s new laminate styles look and feel like real wood.

“This campaign was started in 2006, and has been especially well received by women-naturally our key demographic,” notes Lindsey Ann Waldrep, brand manager of wood and laminate products for Mohawk.  “With the terrific laminate products we now have in our line, this new ad comes at an ideal time to help dealers build business in this important category.”

As part of a four-phase roll out that commenced last year, Mohawk unveiled  new laminates with intricate patterns, new finishes, and texture treatments designed to look like popular hardwoods. “Mohawk laminates look so good, even Pinocchio can’t tell the difference,” Waldrep said. 

The  ads are slated for Architectural Digest, Good Housekeeping, House Beautiful, House and Garden, Martha Stewart Living, Oprah, Southern Living, and more than 15 other publications.  The theme will also be reflected in in-store merchandising material and   on Mohawk’s consumer website,