The office supply chain is taking the latest step in its reinvention with the launch of “Make More Happen,” a new tagline and campaign focused on how Staples’ expanded product assortment helps businesses succeed. The campaign showcases the new Staples, the world’s second largest internet retailer with more products in more categories with more ways to shop. The brand re-launch includes a twist on Staples’ iconic logo and the first change to its tagline in more than 10 years.
A fully integrated brand advertising campaign, which begins nationally on 1/6, features the new “Make More Happen” tagline in the first of four new television spots. The lead: 30-second brand spot, titled “Big Idea,” is set in an ultra-modern factory where workers are using products purchased through Staples including the latest technology, safety equipment, factory signs and even coffee. The assembly line is producing the biggest idea ever seen. But ultimately, the assembly line produces nothing, illustrating that Staples has everything business need, except the big idea. Three additional spots will begin to air in February on cable and primetime network programming, including CBS’s Big Bang Theory and ABC’s Scandal and Modern Family.
See the spot here:
Staples’ campaign features extensive use of digital video, social media and digital audio. The new branding appears in store, online and on the company’s fleet of delivery trucks. To reinforce, Staples is adding thousands of new products beyond office supplies every day, the company is changing its logo by removing the ‘L’– the iconic, bent staple. Initially, Staples is excluding the bent staple in its logo in a number of places, including Staples.com, and the company’s social channels such as Twitter, Facebook, LinkedIn and YouTube pages. Fans can join the “What the L is going on at Staples?” conversation by using the hash tag #WhatTheL.
On 1/9 Staples will swap out the bent staple in the logo with a range of products beyond office supplies, from cleaning products to technology to breakroom snacks.