Staples Launched Hard Button Advertising Campaign
The company introduced a new marketing platform to highlight services beyond basic office supply offerings.
Updated on Sept. 18, 2026 in Advertising
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Staples has debuted a new advertising campaign featuring a black Hard Button, designed to contrast difficult workplace scenarios with seamless service. The initiative serves as the primary marketing platform for the company over the next several years.
Why it matters
The company aims to shift consumer perception by demonstrating that it provides a broader range of goods and services than standard office supplies. This effort expands the brand reach, with one-third of marketing efforts now focused on individual consumers.
Staples currently operates 900 stores and intends to use this new platform for several years, a significant departure from the previous 10-week campaign for the revived Easy Button.
The players
Staples
An office supply retailer headquartered in Framingham that operates 900 stores nationwide.
Sycamore Partners
The private equity firm that currently owns the office supply retailer Staples.
Bandits & Friends
An advertising agency that collaborated with Staples to develop the new Hard Button campaign.
Monks
The production firm that worked alongside the internal marketing team to execute the campaign.
The details
The campaign utilizes streaming services, social media, and billboards to promote the slogans 'Dont choose hard' and 'Choose Staples'. The concept was developed by the internal marketing team in collaboration with the agency Bandits & Friends and production firm Monks.
Timeline
Staples brought back the Easy Button in 2025.
The Hard Button campaign was launched in September 2026.
Market Landscape
The introduction of the Hard Button follows a broader industry trend of leveraging nostalgia, having revived the Easy Button in 2025. This strategy positions Staples to modernize its brand identity against competitors while diversifying its customer base.
Shoppers can expect to see these advertisements across digital and physical platforms as the company shifts its focus toward consumer-facing goods. This transition may change how individual customers view the retailer for personal rather than just business needs.
The takeaway
Companies often use contrasting campaign imagery to clarify their market position when expanding beyond core offerings. Consumers should evaluate whether these new service-focused initiatives align with their personal supply needs.
Further reading
For more on evolving promotional strategies, visit the Advertising section.
Source note: This article includes information reported by The Boston Globe.
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