Advertising Age reports that as Staples attempts to engineer a $6.3 billion acquisition of Office Depot as a way of consolidating its competitive position, it also is launching a new national ad campaign "showing how it helps small business customers achieve success in affordable ways."
The ads use a spokesman dubbed "the Staples guy" and is "an extension of Staples' rebranding effort from last year.
"We relaunched the Staples brand in 2014 with our new 'Make More Happen' tagline to showcase our expanded product assortment," Frank P. Bifulco Jr., executive VP-global marketing at Staples, tells Ad Age. "The new 'Make More Happen' campaign highlights the ways Staples and our associates help small business customers."
The ads use a spokesman dubbed "the Staples guy" and is "an extension of Staples' rebranding effort from last year.
"We relaunched the Staples brand in 2014 with our new 'Make More Happen' tagline to showcase our expanded product assortment," Frank P. Bifulco Jr., executive VP-global marketing at Staples, tells Ad Age. "The new 'Make More Happen' campaign highlights the ways Staples and our associates help small business customers."
- KC's View:
-
If Staples is going to be competitive - even if the federal government allows the Office Depot acquisition to go through - it is going to have to continue to find ways to appeal to its core audience and expand its relevance.
