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Staples Revamps Marketing in Bid to Shed Retail-Industry Baggage

  • National television campaign to celebrate work, not discounts
  • Shift is part of strategic move to focus on delivery business

Staples Inc. is overhauling its marketing as part of a high-stakes pivot away from what it was built on -- selling low-priced office supplies at big stores.

The rebranding campaign kicks off next week with nationwide television commercials in which stores are nonexistent and products are only shown in passing. There’s no mention of discounts either.