Staples and Staples Canada launched “Make More Happen” this week which is the brand’s 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, and one of the largest in Canada, 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.
“Make More Happen highlights how Staples is reinventing itself to provide every product businesses need to succeed,” said Shira Goodman, Executive Vice President, 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.”
A fully integrated brand advertising campaign, which began nationally on Monday and features the new “Make More Happen” tagline in the first of four new television spots that demonstrate the breadth of Staples assortment. The television spots will air on YouTube in Canada the same day.
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 businesses need, except the big idea.
To reinforce that 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.ca, and the company’s social channels such as Twitter, Facebook, and the easyBlog. Fans can join the “What the L is going on at Staples?” conversation by using the hash tag #WhatTheL.