Staples casts wider net with new campaign and tweaked logo

The business supply retailer's new slogan "Make More Happen" is the first change to its tagline in over 10 years.

Staples is unveiling a new slogan and revamped logo with a North America-wide advertising campaign launching Monday. The business supply retailer’s tweaked logo will slot out the bent staple-shaped letter “L” with a variety of Staples products rotating through in its place, while the new tagline “Make More Happen” is the first change to its tagline in more than 10 years.

Sandy Salmon, advertising director, Staples Canada, tells MiC that the campaign is intended to communicate to their small business owner target that Staples has expanded its product offerings and added new categories over the past few years. Staples“We need to shift the perception that Staples is just office supplies,” says Salmon. The reinvention strategy is designed to reach a wider range of business clientele, she adds.

Aegis is handling the media plan in Canada for the North America-wide creative by McGarry Bowen, part of Dentsu. A lead 30-second TV spot will launch nationally Monday Jan. 6. The ad (below) features a humming factory where workers use a variety of workplace supplies from hardhats to coffee and cardboard boxes, where the only thing missing is the “big idea.” Three additional 30-second TV spots will run on cable and network broadcasters during primetime shows like Big Bang Theory, Scandal and Modern Family, according to a press release. Salmon also tells MiC about a planned North America-wide contest to be launched later this year that will encourage customers to submit their big ideas for the chance to have Staples make it a reality.

More media plan details are to be available at the end of next week, says Salmon, with a full Canadian campaign to roll out by mid-February to early March.