Staples Launches New Brand Campaign: “Staples - It’s Pro Time”
May 03 2017 - 9:35AM
Business Wire
Staples is dedicated to the workers – the
pros – who get things done in the workplace; launches new campaign
May 8
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, Inc.
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20170503005849/en/
Staples, Inc.Carrie McElwee,
508-253-1405Carrie.McElwee@Staples.com
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