Staples Canada announced Monday the return of its iconic That Was Easy campaign with the launch of a reimagined brand platform designed to help Canadians crush their to-do lists and get back to what matters most.
Celebrating the 20th anniversary of the original campaign and iconic EASY button, this new brand platform goes beyond a nostalgic symbol – it highlights how the brand has evolved over the past two decades, said the company.
Informed by shifting customer needs, this evolution spans Staples’ entire enterprise, across both B2C and B2B operations, and reaffirms its brand promise: to simplify the working and learning experience through curated products, seamless service, and expert support — making life easier for all Canadians, it said.
“For 20 years, the EASY button has symbolized Staples’ commitment to simplifying the working and learning experience for our customers,” said Rachel Huckle, CEO, Staples Canada. “Today, we’re not just reviving a nostalgic part of our brand – we’re redefining EASY. This evolution represents our dedication to curating the right products, creating easy and enjoyable customer experiences, and leveraging our expertise to help Canadians efficiently tackle their to-do lists and get back to what matters most – living.
“We understand that our customers’ lives are busier than ever. Whether you’re a parent, educator, business owner, remote worker, or a student looking for the latest tech, Staples is committed to making your working and learning experience easier, more seamless, and more supportive than ever before.”
The new brand platform reflects how Staples is meeting today’s customers’ needs through:
- Curated product selection: Thoughtfully selected offerings across key categories including tech, kids, travel, and services.
- Enhanced customer experience: Seamless shopping experiences both in-store and online.
- Expert guidance, EASY solutions: Staples associates are at the heart of the EASY experience; knowledgeable, friendly and ready with tailored solutions to help customers make confident decisions.
- Human-centered approach: Relating to customers’ everyday challenges with authenticity.
- Building confidence: Empowering customers to tackle their to-do lists efficiently.
“The campaign’s TV spot highlights the diverse needs of today’s consumers – from parents gearing up for back-to-school, to remote workers setting up home offices, to business owners streamlining operations – and demonstrates how Staples makes these experiences EASY,” said the retailer.
“At the heart of the creative campaign is the “Staples Family,” who will be featured in all campaign elements throughout the year. The authentic portrayal of everyday Canadians navigating their busy lives showcases how Staples helps them crush their to-do lists so they can get back to enjoying life’s most important moments.
“As part of its continued brand evolution, Staples has introduced a multitude of new products and services to support customers in managing their to-do lists to achieve their goals. These include the expansion of Staples Kids Learn and Play, a partnership to accept Amazon returns, a Print Connect platform to help simplify printing for businesses, and an Apple for Education program to help educational institutions access technology products.”
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