|Economic Anxieties Fuel Staples Back-to-School Campaign|
Easy Button Delivers Affordable Solutions for Back-to-school
FRAMINGHAM, Mass.--(BUSINESS WIRE)--July 22, 2008--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.
In the commercial titled "Gas," a woman at a service station is told it will cost her $92.50 to fill up her tank. The woman reaches into her glove compartment, takes out the Easy Button and presses it. "How much is it now?" she asks. The dumbfounded gas station attendant says, "It's still $92.50."
She smiles and keeps pressing the button when an off-camera voice says, "The Easy Button can save you lots of money, but only at Staples." Another version of the commercial tells customers that "Everything they need for back to school at great prices" is at Staples. The overall message from Staples: It can't do anything about rising gas or grocery prices, but the Easy Button can make back-to-school shopping easy and more affordable for parents.
"Like everyone, Staples is sensitive to the state of the economy and concerns of our customers," said Shira Goodman, executive vice president of marketing at Staples, Inc. "Our entire back-to-school campaign underscores the fact that Staples offers a wide assortment of products at great prices. We're offering parents an affordable solution to help save money for life's other necessities - like gas for your car."
Staples is using in-store, online, direct marketing and public relations to further drive messaging on great prices and a wide assortment of products. In addition, Staples is asking teenagers to make a difference this summer. Now through August 31st, Staples and DoSomething.org, with the help from pop star and American Idol(TM) winner, Jordin Sparks, are encouraging teens to collect school supplies and drop them off at their nearest Staples store as part of its Do Something 101 campaign. Staples customers can also take part in the summer activities by adding extra school supplies to their shopping cart to drop in the collection bin or by donating $2 in any Staples store, with 100 percent of the proceeds benefiting local teens in need.
Staples is also joining forces with Bed Bath & Beyond(R) in a promotion directed to parents and their college-bound students a chance to win "smart" prizes and gift cards in the "Shop Smart for College" Sweepstakes.
From July 1st through September 2nd, participants can enter for a chance to win the ultimate prize to share-2- smart(R) fortwo passion coupes, and home office and dorm room makeovers awarded in the form of 2-$2,500 Bed Bath & Beyond Gift Cards and 2-$2,500 Staples Gift Cards. No purchase necessary to enter or win. Open to legal residents of the 50 U.S. and D.C., age 18 or older. Void where prohibited. See Official Rules, which govern, at bedbathandbeyond.com or staples.com/ultimateprizefor2 or in stores for complete details.
Editor's Note: visit www.staples.com/btspr for more news and photos on back to school.
Staples, the world's largest office products company, is committed to making it easy for customers to buy a wide range of office products, including supplies, technology, furniture, and business services. With $27 billion in sales, Staples serves businesses of all sizes and consumers in 27 countries throughout North and South America, Europe, Asia and Australia. In July 2008, Staples acquired Corporate Express, one of the world's leading suppliers of office products to businesses and institutions. Staples invented the office superstore concept in 1986 and is headquartered outside Boston. More information about Staples (Nasdaq: SPLS) is available at www.staples.com.
About Bed Bath & Beyond
Bed Bath & Beyond Inc. and subsidiaries (the "Company") is a chain of retail stores, operating under the names of Bed Bath & Beyond, Christmas Tree Shops, Harmon, Harmon Face Values and buybuy BABY. The Company sells a wide assortment of merchandise principally including domestics merchandise and home furnishings as well as food, giftware, health and beauty care items and infant and toddler merchandise. As of May 31, 2008, the Company operated a total of 981 stores, including 890 Bed Bath & Beyond stores in 49 states, the District of Columbia, Puerto Rico and Canada, 41 Christmas Tree Shops stores, 10 buybuy BABY stores and 40 stores operated under the names of Harmon and Harmon Face Values. The Company, through a joint venture, also operates two stores in Mexico under the name Home & More. Shares of Bed Bath & Beyond Inc. are traded on NASDAQ under the symbol "BBBY" and are included in the Standard and Poor's 500 and Global 1200 Indices and the NASDAQ-100 Index. The Company is counted among the Fortune 500 and the Forbes 2000.
MULTIMEDIA AVAILABLE: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5736577 CONTACT: Tilson Communications Jackie Guzman, 561-995-1998 firstname.lastname@example.org or Staples, Inc. Katie Sullivan, 508-253-0879 email@example.com SOURCE: Staples, Inc.