Staples Launched Hard Button Marketing Campaign
The retailer introduced a new campaign highlighting enterprise-level services to shift brand perception.
Updated on Sept. 23, 2026 in Advertising
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Staples has debuted a marketing campaign featuring a black hard button to emphasize its focus on enterprise-level services. The advertisements depict managers resolving various workplace challenges through the company's professional offerings.
Why it matters
The company aims to redefine its identity beyond simple office supplies to better reflect its status as a provider for major corporations. This strategic shift seeks to align public perception with its established role serving the majority of Fortune 500 businesses.
Staples currently operates more than 900 brick-and-mortar stores across the United States. The company serves an estimated 75% of Fortune 500 firms, a business scale built over its 40-year history.
The players
Staples
This office supply retailer operates over 900 locations and provides business services to a majority of Fortune 500 companies.
Sycamore Partners
This private equity firm finalized the acquisition of Staples for $6.9 billion in 2017.
Bob Sherwin
He currently serves as the Chief Marketing Officer at Staples, having joined the leadership team in June 2025.
Bandits & Friends
This creative agency collaborated with the retailer's internal team to produce the new promotional campaign.
The details
Developed in-house with help from Bandits & Friends, the campaign showcases managers overcoming office mishaps using enterprise solutions. This initiative contrasts with the retailer's iconic easy button promotion from over 20 years ago.
Timeline
Sycamore Partners acquired the retailer for $6.9 billion in 2017.
Bob Sherwin joined the company as Chief Marketing Officer in June 2025.
The Hard vs. Easy campaign advertisements debuted the week of September 23, 2026.
The campaign is scheduled to expand into consumer gifting during Q4 2026.
Market Landscape
Staples' transition toward enterprise-focused marketing mirrors a broader industry effort among legacy retailers to secure stable, high-volume contracts with corporate clients. This shift positions the company to compete more effectively against specialized B2B service providers.
Customers can expect the brand to shift its promotional tone toward complex office solutions rather than basic school or home supplies. Shoppers looking for holiday gifts may see new messaging regarding gifting services appearing in retail stores during the final quarter of the year.
The takeaway
Legacy brands often repurpose their most recognizable icons to signal a fundamental change in their service model to existing clients. Consumers should monitor how these established retailers integrate their professional service offerings into everyday retail spaces.
What happens next
The campaign is slated to expand its focus toward consumer gifting and holiday-related opportunities throughout Q4 2026.
Further reading
Learn more about evolving promotional strategies in the Advertising sector.
Source note: This article includes information reported by Retail Dive.
Live Poll
Do you still view Staples as a primary destination for your personal office supply needs?
