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Staples Canada breaks Make More Happen campaign

Staples Canada will break a campaign and tagline called "Make More Happen" today, intended to introduce the retail chain's new branding in this country. The rebranding is intended to support the company's expansion beyond its traditional office supply category to include other product lines aimed at businesses. The branding includes an updated logo and the first change to the company's tagline in 10 years.

The advertising campaign includes four 30-second television commercials intended to demonstrate the breadth of the chain's inventory. The first of these, called "Big Idea," shows workers using Staples products in a factory setting. The other three ads will be released in February. The ads have been adapted from US creative.

Another component of the campaign makes use of a version of the logo with the letter "L" missing. The letter is usually represented by a bent staple. This version of the logo will run for a limited time on the website and the company's social media channels. On Jan. 9, the company will begin running a series of modified logos with the "L" replaced by other imagery representing the new products carried by the chain.

"Make More Happen highlights how Staples is reinventing itself to provide every product businesses need to succeed," said Shira Goodman, executive vice-president of global growth at Staples. "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."

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