Staples launches fourth-ever branding campaign
Staples Inc. has launched a new marketing campaign centered around work ethic, the company’s fourth branding campaign in its 31-year history.
The campaign is intended to introduce people to the business-to-business aspect of Staples, which is a key part of the Framingham company’s growth strategy.
“Everyone knows us for our fantastic stores, even though today the majority of our revenue is delivered,” said Frank Bifulco Jr., the company’s chief marketing officer. “An important part of our business is not only offering great products, but delivering services and expertise to the hard-working customers who we call professionals."
The campaign features the tagline “Staples - It’s Pro Time,” and is a celebration of people being professional in their everyday lives. It includes a 30-second anthem ad called “Summon Your Pro,” and 15-second television spots showing people doing a variety of jobs and excelling at what they do.
Bifulco said the campaign will remind people that they can achieve anything with the right skill-set and mindset.
Staples is in the midst of redefining its brand, following a failed merger with Office Depot last year. The company is focusing on extending its brand beyond office supplies, towards serving the middle market, or businesses that have between 10 and 200 employees.
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