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Staples Gets Into The Game Of Super Bowl Advertising

FRAMINGHAM, Mass.--(BUSINESS WIRE)--Jan. 12, 2004--

Participation in Ad Industry's 'Holy Grail' Will Showcase Staples' Commitment To Make Buying Office Products Easy

For the first time ever, Staples, Inc. (Nasdaq: SPLS) will advertise during the television broadcast of the Super Bowl, the company announced today. The 30-second spot created by Martin/Williams Advertising, will promote how Staples makes buying office products easy for its customers. Last year, an estimated 89 million television viewers tuned into the game, making it one of the most watched telecasts of the year.

Staples' new tagline "Staples. that was easy(sm)." was introduced in March 2003 as part of a national advertising campaign supporting a new brand promise: Staples makes buying office products easy. The campaign has included national network and cable television advertising and aired during the Major League Baseball playoffs, prime time premiers, Monday Night Football, the NFL on CBS and other major destination television events. The new brand positioning has been prominently featured in print, online, radio advertising and in Staples stores, catalog and on

"Our research shows that Staples' customers are busy and highly selective television viewers who respond to destination television events," said Shira Goodman, executive vice president of marketing for Staples. "For the first time in nearly a decade we have new brand positioning and a new tagline. The Super Bowl is a terrific vehicle to communicate our new 'Easy Brand'."

Creative for the new television spot will be revealed the week of January 19, 2004.

About Staples

Staples, Inc. is headquartered outside of Boston and sells a wide range of office products, including supplies, technology, furniture, and business services. With 2002 sales of $11.6 billion, Staples is committed to make buying office products easy. Nearly 58,000 associates serve consumers and businesses of all sizes -- from home-based businesses to Fortune 500 companies in the US, Belgium, Canada, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, and the United Kingdom. Staples invented the office superstore concept and today, with approximately 1,500 office superstores, is the largest operator of office superstores in the world. Staples also serves its customers through its mail order catalog, e-commerce and contract businesses. More information is available at

CONTACT: Staples
Paul Capelli or Deborah Hohler, 508-253-8530/8509
Alan Taylor Communications
Mike Costabile, 212-714-1280

SOURCE: Staples