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Article: Economic Anxieties Fuel Staples Back-to-School Campaign.
- Article from:
- Marketing Weekly News
- Article date:
- August 4, 2008
CopyrightCOPYRIGHT 2008 NewsRX. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Staples, Inc. (NASDAQ: SPLS), the world's largest office products company and a top retail destination for back to school, is launching its back-to-school advertising and marketing campaign by empathizing with the economic anxieties of the American shopper.
The new 15-second TV spots, created by McCann Erickson, New York, use humor to establish Staples' low-price position and reinforce the brand equity of the iconic Staples(R) Easy Button(R). The commercials begin airing nationally on Sun., July 27, 2008. Targeting both moms and teens, Staples is speaking honestly and realistically to customers faced with rising prices of jeans, groceries and gasoline.
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