Staples Launches 'Hard vs. Easy' Campaign to Promote B2B Services
Staples is launching a new advertising campaign called 'Hard vs. Easy,' which builds on its iconic Easy Button brand platform while emphasizing the company's enterprise-level services and broader offerings beyond traditional office supplies. The campaign features humorous scenarios contrasting difficult situations with Staples' solutions, targeting both business decision-makers and frontline workers. It includes ads across streaming platforms like YouTube, Hulu, and Netflix, as well as out-of-home placements in corporate areas. Staples CMO Bob Sherwin explained that the initiative is part of a broader strategy to shift perceptions about the company's capabilities beyond retail stores. The campaign highlights Staples' B2B services such as furniture consultations, janitorial supplies, and same-day delivery—capabilities used by an estimated 75% of Fortune 500 companies. Sherwin emphasized that while consumer awareness is strong, many still associate Staples only with office products. The 'Hard vs. Easy' concept was developed in-house with support from external agency Bandits & Friends. It marks a return to the original roots of the Easy Button campaign and aims to showcase how Staples can simplify complex business needs.
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Topics: advertising B2B strategy branding marketing