Staples, Inc.: That Was Easy campaign

Kevin Teague

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industry leader.

Staples, Inc.: That Was Easy campaign

Kevin Teague

OVERVIEW

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industry leader. Advertising analysts criticized the trio for not differentiating their brands. Each offered an abundance of office products, furniture, computers, and printing services at competitive prices. All three used humorous ad campaigns during the back-to-school season and targeted small businesses throughout the year. In February 2002 Ron Sargent was appointed as Staples' new chief executive officer. After research revealed that consumers did not want just...

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