|New Staples 'Button to Button' Commercial Continues To Press Easy Button(TM) Humor; Staples Launches a Downloadable Easy Button for Computer Desktops|
FRAMINGHAM, Mass., Dec 28, 2005 (BUSINESS WIRE) -- Staples, Inc. (Nasdaq: SPLS), the world's largest office products company, today announced new television creative called "Button to Button," showcasing how Staples makes it easy to get organized. The new spot will debut Staples "This Is Your Year" marketing which emphasizes that Staples is your Easy Button to get organized and maintain personal security throughout 2006. Building on the company's popular "Easy Button" advertising campaign, the spot will launch January 1, 2006 and air on national network and cable television.
"Organizing an office can be overwhelming -- this spot uses humor to illustrate how Staples can be your Easy Button for creating order out of chaos," said Shira Goodman, executive vice president of marketing for Staples.
The 30-second "Button to Button" commercial kicks off in an extremely disorganized office with towering stacks of paper and file folders avalanching out of storage closets. During a conversation among three small business employees, one of them mentions that his Easy Button is missing amongst the unruly mess that is their office. Another of the employees offers up their Easy Button to help locate the missing one. With the press of the Easy Button, an organized office is revealed and the missing Easy Button appears on the desk. However, one worker has mysteriously vanished to be found filed away in a cabinet.
The commercial, created by McCann-Erickson will debut on Sunday January 1, 2006, airing on national network and cable television.
Further extending Staples Easy Button marketing, on January 1, 2006, a downloadable Easy Button will be available for computer desktops. With the click of the Easy Button, customers can link directly to Staples website and access all the products needed to make 2006 "Your Year," including internet security protect software, paper shredders, organizing supplies, locking file cabinets, safes, and surge protectors.
Staples continues to carry its signature Easy Button desk accessory in stores and online as a quirky and fun item, perfect for the office. In support of The Staples Foundation for Learning(TM)'s commitment of $1 million to Boys & Girls Club of America, Staples, Inc. will donate 2005 proceeds from sales of the Easy Button (TM), up to $1 million, to Boys & Girls Club of America.
Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. With 65,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2004 sales of $14.4 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 21 countries throughout North and South America, Europe and Asia. Headquartered outside of Boston, Staples operates approximately 1,716 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at www.staples.com.MULTIMEDIA AVAILABLE:
SOURCE: Staples, Inc.