Economic Anxieties Fuel Staples Back-to-School Campaign.Easy Button Delivers Affordable Solutions for Back-to-school Shopping FRAMINGHAM, Mass. -- Staples, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : SPLS), the world's largest office products company and a top retail destination for back to school, is launching its back-to-school advertising and marketing campaign by empathizing with the economic anxieties of the American shopper. The new 15-second TV spots, created by McCann Erickson McCann Erickson is a global advertising agency network, with offices in over 130 countries and almost eight decades of multinational experience . McCann is a subsidiary of the Interpublic Group of Companies , New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , use humor to establish Staples' low-price position and reinforce the brand equity of the iconic Staples[R] Easy Button[R]. The commercials begin airing nationally on Sun., July 27, 2008. Targeting both moms and teens, Staples is speaking honestly and realistically to customers faced with rising prices of jeans, groceries and gasoline. In the commercial titled "Gas," a woman at a service station is told it will cost her $92.50 to fill up her tank. The woman reaches into her glove compartment glove compartment n. A small storage container in the dashboard of an automobile. Also called glove box. glove compartment Noun a small storage area in the dashboard of a car Noun , takes out the Easy Button and presses it. "How much is it now?" she asks. The dumbfounded dumb·found also dum·found tr.v. dumb·found·ed, dumb·found·ing, dumb·founds To fill with astonishment and perplexity; confound. See Synonyms at surprise. gas station attendant says, "It's still $92.50." She smiles and keeps pressing the button when an off-camera voice says, "The Easy Button can save you lots of money, but only at Staples." Another version of the commercial tells customers that "Everything they need for back to school at great prices" is at Staples. The overall message from Staples: It can't do anything about rising gas or grocery prices, but the Easy Button can make back-to-school shopping easy and more affordable for parents. "Like everyone, Staples is sensitive to the state of the economy and concerns of our customers," said Shira Goodman, executive vice president of marketing at Staples, Inc. "Our entire back-to-school campaign underscores the fact that Staples offers a wide assortment of products at great prices. We're offering parents an affordable solution to help save money for life's other necessities - like gas for your car." Staples is using in-store, online, direct marketing and public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most to further drive messaging on great prices and a wide assortment of products. In addition, Staples is asking teenagers to make a difference this summer. Now through August 31st, Staples and DoSomething.org, with the help from pop star and American Idol American Idol is an annual American televised singing competition, which began its first season on June 11, 2002. Part of the Idol franchise, it originated from the British reality program Pop Idol. [TM] winner, Jordin Sparks Jordin Brianna Sparks (born December 22, 1989)[1] is an American pop singer. On May 23, 2007, she was declared the winner of the sixth season of the reality television show American Idol. At 17, Jordin is the youngest winner in American Idol history. , are encouraging teens to collect school supplies and drop them off at their nearest Staples store as part of its Do Something 101 campaign. Staples customers can also take part in the summer activities by adding extra school supplies to their shopping cart to drop in the collection bin or by donating $2 in any Staples store, with 100 percent of the proceeds benefiting local teens in need. Staples is also joining forces with Bed Bath & Beyond([R]) in a promotion directed to parents and their college-bound students a chance to win "smart" prizes and gift cards in the "Shop Smart for College" Sweepstakes. From July 1st through September 2nd, participants can enter for a chance to win the ultimate prize to share-2- smart[R] fortwo passion coupes, and home office and dorm room makeovers awarded in the form of 2-$2,500 Bed Bath & Beyond Gift Cards and 2-$2,500 Staples Gift Cards. No purchase necessary to enter or win. Open to legal residents of the 50 U.S. and D.C., age 18 or older. Void where prohibited. See Official Rules, which govern, at bedbathandbeyond.com or staples.com/ultimateprizefor2 or in stores for complete details. Editor's Note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat. Trained by D. : visit www.staples.com/btspr for more news and photos on back to school. About Staples Staples, the world's largest office products company, is committed to making it easy for customers to buy a wide range of office products, including supplies, technology, furniture, and business services. With $27 billion in sales, Staples serves businesses of all sizes and consumers in 27 countries throughout North and South America South America, fourth largest continent (1991 est. pop. 299,150,000), c.6,880,000 sq mi (17,819,000 sq km), the southern of the two continents of the Western Hemisphere. , Europe, Asia and Australia. In July 2008, Staples acquired Corporate Express, one of the world's leading suppliers of office products to businesses and institutions. Staples invented the office superstore concept in 1986 and is headquartered outside Boston. More information about Staples (Nasdaq: SPLS) is available at www.staples.com. About Bed Bath & Beyond Bed Bath & Beyond Inc. and subsidiaries (the "Company") is a chain of retail stores, operating under the names of Bed Bath & Beyond, Christmas Tree Shops Christmas Tree Shops are a chain of stores that started in Yarmouthport, Massachusetts on Cape Cod in 1970 as a complex of three small stores; the Front Shop, the Back Shop, and the Barn Shop. , Harmon, Harmon Face Values and buybuy BABY. The Company sells a wide assortment of merchandise principally including domestics merchandise and home furnishings as well as food, giftware, health and beauty care items and infant and toddler merchandise. As of May 31, 2008, the Company operated a total of 981 stores, including 890 Bed Bath & Beyond stores in 49 states, the District of Columbia District of Columbia, federal district (2000 pop. 572,059, a 5.7% decrease in population since the 1990 census), 69 sq mi (179 sq km), on the east bank of the Potomac River, coextensive with the city of Washington, D.C. (the capital of the United States). , Puerto Rico Puerto Rico (pwār`tō rē`kō), island (2005 est. pop. 3,917,000), 3,508 sq mi (9,086 sq km), West Indies, c.1,000 mi (1,610 km) SE of Miami, Fla. and Canada, 41 Christmas Tree Shops stores, 10 buybuy BABY stores and 40 stores operated under the names of Harmon and Harmon Face Values. The Company, through a joint venture, also operates two stores in Mexico under the name Home & More. Shares of Bed Bath & Beyond Inc. are traded on NASDAQ under the symbol "BBBY" and are included in the Standard and Poor's Noun 1. Standard and Poor's - a broadly based stock market index Standard and Poor's Index 500 and Global 1200 Indices and the NASDAQ-100 Index. The Company is counted among the Fortune 500 and the Forbes 2000. |
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