Staples started its New Year off with a new campaign and new message for its customers. The recent brand relaunch focuses on the “Make More Happen” campaign─the company’s new tagline─along with a new wrinkle on its iconic logo.
The message of the “Make More Happen” campaign is clear.
“Staples is re-launching its brand to show how Staples is doing more to help our customers do more,” Staples spokesperson Carrie McElwee told Loyalty360. “We’re offering more products, more ways to buy, more value and more ‘easy’ to help our customers make more happen.”
Included in the campaign are marketing lines such as:
“We’re so much more than office supplies”
“We’re so serious about our expanding selection, we’re changing our logo”
“Every day, you’ll see a different product that you might not expect we carry”
“New Day. New Daily Deal. Get it before it’s gone”
The campaign showcases a new Staples, which is currently 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.
To reinforce that Staples is adding thousands of new products beyond office supplies every day, the company changed its logo by removing the ‘L’- the iconic, bent staple. On Jan. 9, Staples swapped out the bent staple in the logo with a range of products beyond office supplies, from cleaning products to technology to break room snacks.
“We have been working on the reinvention of Staples for the past year and we felt it was time to tell the world about the new Staples,” McElwee added.
A fully integrated brand advertising campaign began Jan. 6, and featured the new “Make More Happen” tagline in the first of four new television spots that demonstrate the breadth of Staples assortment.
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.
Staples Rewards loyalty program offers members 5% back on all purchases, whether they’re made in-store or online, plus free shipping.
“Small businesses have relied on Staples for nearly three decades, and it’s our business to provide everything they need to succeed,” McElwee said.