Staples launches global work to drive brand reinvention forward

As part of a larger brand reinvention, Staples Inc. has launched a global advertising campaign with the new tagline “Make More Happen” to focus on the retailer’s product assortment. The fully integrated effort kicks off today with a 30-second brand spot running on YouTube in Canada. It is the first of four spots meant to […]

As part of a larger brand reinvention, Staples Inc. has launched a global advertising campaign with the new tagline “Make More Happen” to focus on the retailer’s product assortment.

The fully integrated effort kicks off today with a 30-second brand spot running on YouTube in Canada. It is the first of four spots meant to demonstrate the breadth of product available at Staples.

Last week the Mass.-based retailer announced it was making tweaks to its logo and changing its tagline for the first time in over a decade. The company removed the “L” from the logo, which was represented by a bent staple.

In a release, Craig Taylor, vice-president, online and marketing for Staples Canada, said, “Our new brand tag line says it all, we are committed to Make More Happen for Canadian and U.S. customers alike. If you have an idea, Staples has all the products you need to bring it to life.”

The “L”-less logo appears on collateral material including Staples.ca, Twitter, Facebook and the retailer’s easyBlog. Starting Thursday Staples will swap it out with a range of items including cleaning products and snacks.

Brands Articles

New York Fries puckers up on Snapchat for Valentine’s

The brand is asking consumers to "French" their fries on Snapchat

How grocers are aiming to connect with ethnic consumers

Loblaw, Sobeys have opened ethnic format stores. But are they authentic enough?

DavidsTea introduces product line to benefit Kenya (Video)

Co-founder David Segal talks about the brand's approach to CSR

In competitive market, Burger King looks to become top dog

Fast food chain adding hot dogs to its menu nationally starting Feb. 23

Becel campaign adds more heart

New video series tells stories of real people showing thanks through baking

A&W gets awkward in new campaign

Spots for Chicken Buddy Burger appeal to young YouTube viewers

Star Wars is the force behind strong Cineplex results

The latest installment in the Star War saga was the theatre's top film last year

Canadians slowly warming to mobile payments (Survey)

Usage is up just 1%, but perceptions about mobile payments improve

Sears speeds up store closures in the U.S.

Fourth quarter sales down at the company's Kmart locations, too