In its first campaign since moving to McGarrybowen last spring, Staples is stepping away from its decade-old campaign with a new effort called “Make More Happen.”
“The main thing is that people don’t know all the amazing stuff they can buy at Staples, from mannequins to cowboy hat-shaped hard hats,” says Marianne Besch, executive creative director at Mcgarrybowen, a Dentsu agency. “Everyone knows they can find office supplies there, but the four TV spots all focus on the many unexpected items, whether it’s something to germ-proof your life, coffee, a bullhorn or medical supplies.”
She tells Marketing Daily the new campaign, scheduled to break on Monday, also includes a disruptive digital and social media element called “What the L,” where the “L” in Staples (usually a bent staple) is continually replaced with different L-shaped products.
She says stepping away from the “That Was Easy” involved assessing the equity it acquired over the years, and finding a way to build on it. The Easy Button, for example, is still prominent.