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New Marketing Campaign Rebrands Staples

Thursday January 2nd, 2014 - 12:01PM


Staples, Inc. is launching a new advertising campaign and tag line in what it characterizes as the latest step in its reinvention. The tagline, Make More Happen, is part of an updated marketing focus on how Staples’ expanded product assortment can help businesses succeed, according to the company.

The ad campaign positions Staples as the world’s second largest Internet retailer with more products in more categories with more ways to shop, the retailer stated. Although the company has been adding more products beyond its core office suppliers for the past couple of years, Staples stated that it considers the new advertising a brand re-launch that includes a twist on Staples’ iconic logo in addition to the first change to its tagline in more than 10 years.

The logo departure involves removing the bent letter L. In the first of its new television commercials, the L is swapped out for a rotation of products. Staples is excluding the logo L initially in Staples.com graphics as well as those in its social channels, which include Twitter, Facebook, LinkedIn and YouTube. Fans can join a “What the L is going on at Staples?” conversation by using the hash tag #WhatTheL.

On January 9, Staples will swap out the bent staple in the logo across a range of products from cleaning suppliers to technology to break room snacks.

An integrated national brand advertising campaign debuts on January 6, with the Make More Happen tagline featured in the first of four new television spots that demonstrate the breadth of Staples assortment, the company noted. The initial ad, The Big Idea, illustrates that the retailer has everything a businesses needs, except the, as Staples noted, Big Idea.

“Make More Happen highlights how Staples is reinventing itself to provide every product businesses need to succeed,” said Shira Goodman, executive vp/global growth. “We’re adding thousands of new products every day. Our expanded product assortment appeals to businesses across a wide range of industries, from medical and restaurants to professional services and retail.”