Staples and Office Depot take to airwaves in time of change
Change is in the air among the major office supply chains. Staples, as covered on RetailWire, recently replaced its more than a decade-old tagline, "That was Easy," with a new slogan, "Make More Happen." Office Depot is just a couple of months into its post-OfficeMax merger under new CEO Roland Smith.
The two rivals have each launched television campaigns to introduce their new and improved selves to consumers. While the creative executions are quite different, each spot focuses on the wide variety of product solutions that the chains offer in the daily business and personal lives of Americans.
Staples’ "Everything but the Big Idea" page on YouTube offers this introduction: "Brilliant business models. Fantastic food trucks. An amazing new app. Whatever your big idea is, Staples has what you need to make it happen. From paper towels to power tools to the latest in tech (and of course your favorite office supplies), it’s all here when you’re ready to do something awesome. So go ahead and #MakeMoreHappen."
Office Depot’s campaign follows individuals using cool gadgets so others can ask the burning question, "Where’d you get that?" The chain’s YouTube channel includes pages for "small business essentials" including a commercial featuring a landscaping business owner using "mobile technology that wows everyone around him."
Which commercial, Staples or Office Depot, do you think is the most effective? Beyond rebranding, what will the respective chains need to do to succeed in the current hyper-competitive marketplace?