Staples Inc. is reinventing itself with a new logo, tagline and ad campaign touting it as more than just your friendly neighborhood office supply store.
The Framingham-based chain yesterday launched "Make More Happen," the first change to its tagline in more than 10 years, focusing on Staples' rapidly growing product assortment.
"We want to make sure no matter what business you're in, we can get you the products you need to be more successful," said Steve Fund, senior vice president of global marketing.
Staples' website, which features 300,000 items, is expanding at a rate of 2,000 new products per day to appeal to businesses across a wide range of industries, from medicine and professional services to restaurants and retail, Fund said.
To reinforce this, the company is changing its logo by removing the "L" — the iconic, bent staple — in its name. Initially, Staples is excluding it on Staples.com, Facebook, LinkedIn, YouTube and Twitter, where fans can join the "What the L is going on at Staples?" conversation by using the hash tag #WhatTheL. Next Thursday, Staples will swap the letter for a range of items beyond office supplies, from cleaning products to technology to break room snacks.
A new advertising campaign, which will begin nationally Monday, will feature the "Make More Happen" tagline in the first of four new television spots demonstrating the breadth of Staples' assortment. Three additional spots will begin to air in February on cable and prime time network programming, including CBS's "Big Bang Theory" and ABC's "Scandal" and "Modern Family."
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