FRAMINGHAM, Mass.--(BUSINESS WIRE)--Staples Inc. (NASDAQ: SPLS) announced today that it is launching a new brand campaign, only the fourth in the company’s 31-year history.
The new approach, featuring the tagline “Staples - It’s Pro Time,” centers around the concept that every day people go to work and strive to be true professionals at what they do, no matter where they work.
The campaign is the first in the company’s history to look beyond retail and address the complete spectrum of Staples customers, from consumers to small and mid-sized businesses, and enterprise customers.
Staples teamed up with MRM/McCann in New York along with McCann Worldgroup partner Craft to create the new campaign, which will begin airing on national television Monday, May 8.
“At its core, ‘Staples - It’s Pro Time’ is a celebration of work ethic, of people being professional in their everyday work lives,” said Frank P. Bifulco Jr., chief marketing officer, Staples. “Throughout the campaign, we believe our customers will see themselves – office managers, small business owners, janitors, consumers, facilities managers, purchasing managers, IT experts and assistants. The campaign is a reminder that with the right supply-set, skill-set and mindset, people can achieve anything.”
“We’re very proud of this campaign and the work we’ve done with Staples,” said Roberto Santellana, senior vice president, group creative director, MRM/McCann. “By tapping into a universal truth across every Staples' customer, we created, “It's Pro Time.” It’s a celebration of work ethic, of a commitment to something larger than yourself.”
The national campaign features a 30-second anthem ad “Summon Your Pro” that introduces the theme. As part of the broader campaign, 15-second television spots showing people at work in a wide variety of jobs striving to excel at what they do. The full campaign also includes radio spots, broad print and digital distribution, as well as in-store collateral and signage.
“Everyone knows us for our fantastic stores, even though today the majority of our revenue is delivered,” said Bifulco. “This campaign is initially intended to shine the light on the business-with-business aspect of our company that we’re not as well known for, but is a key part of our growth strategy. And an important part of our business is not only offering great products, but delivering services and expertise to the hard-working customers who we call professionals.”
The video spots can be viewed here: https://www.youtube.com/playlist?list=PL3WWdtAm70BmzJsBPAcTP4_Gl4_TQKRGU
Staples brings technology and people together in innovative ways to consistently deliver products, services and expertise that elevate and delight customers. Staples is in business with businesses and is passionate about empowering people to become true professionals at work. Headquartered outside of Boston, Mass., Staples, Inc. operates primarily in North America, with additional offices in South America and Asia. More information about Staples (NASDAQ: SPLS) is available at www.staples.com.