Staples launches global work to drive brand reinvention forward

January 06, 2014  |  Kristin Laird  |  Comments

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.

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