Staples Launches 'Make More Happen,' New Tagline and Campaign

Staples Canada teases new logo with #WhattheL campaign on social media (CNW Group/Staples Canada Inc.)

Brand Re-launch Highlights Product Expansion Beyond Office Supplies

TORONTO, Jan. 2, 2014 /CNW/ - Staples, Inc. (NASADAQ: SPLS) and Staples Canada are taking the latest step in their reinvention today 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, 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 begins nationally on Monday, Jan. 6, 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.

"We are pleased to launch our new brand in Canada," said Craig Taylor, VP, Online and Marketing in Canada. "Our new brand tag line says it all, we are committed to Make More Happen for Canadian and US customers alike. If you have an idea, Staples has all the products you need to bring it to life."

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.  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.

#WhatTheL? Staples Changes its Logo

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.

On Jan.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.

About Staples:
Staples makes more happen with more products and more ways to shop. Through its world-class retail, online and delivery capabilities, Staples lets customers shop however and whenever they want, whether it's in-store, online or on mobile devices. Staples offers more products than ever, such as technology, facilities and breakroom supplies, furniture, safety supplies, medical supplies, and Copy and Print services. Staples has been making it easy for businesses for 27 years with thousands of associates worldwide. Headquartered outside of Boston, Staples operates throughout North and South America, Europe, Asia, Australia and New Zealand.  More information about Staples (Nasdaq: SPLS) is available at www.staples.com.

SOURCE Staples Canada Inc.

Image with caption: "Staples Canada teases new logo with #WhattheL campaign on social media (CNW Group/Staples Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20140102_C6978_PHOTO_EN_35288.jpg

For further information:

Staples Canada
Alessandra Saccal, 905-737-11477 x 2363
Alessandra.saccal@staples.ca
Or
Jaclyn Printz, 212-704-4434
Jaclyn.Printz@edelman.com