Dive Summary:

• Office supply retailer Staples has announced the launch of a global re-branding campaign aimed at highlighting its recently expanded in-store merchandise line for American and Canadian consumers.
• Staples has initiated a major media marketing campaign which includes a TV commercial spot to accompany a new universal slogan, marking the first change in the company’s tagline in roughly a decade.
• The new campaign will also extract the “L” from the retailer’s global storefront logo – previously portrayed in the illustrated design as a bent staple.

Dive Insight:

Staples is branching out its merchandise offerings beyond traditonal office supplies to reach a greater portion of the consumer workforce, and examples of the new changes have already been depicted via the company’s Canadian and U.S. online storefronts. “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,” said Shira Goodman for Staples.

The company’s new signature slogan is, “Make more happen.” "Make more happen highlights how Staples is reinventing itself to provide every product businesses need to succeed," said Goodman.