Promotion
Staples has a history of using humor in its commercials to connect with customers and reinforce its accessible and people-friendly brand personality. In 2003, Staples took a fresh look at how the brand was being presented in store, in promotions, and in all internal communications. The result was the launch of a national advertising campaign supporting a new brand promise: Staples makes buying office products easy. The campaign has included national network and cable television advertising that aired during the Major League Baseball playoffs, prime-time premieres, Monday Night Football, the NFLŪ on CBS, and other major destination television events. The new brand positioning and tag line, that was easysm, has been prominently featured in print, online, and radio advertising; in Staples stores and catalogs; and on www.staples.com. In 2004, Staples aired its first-ever Super Bowl ad during Super Bowl XXXVIII.
