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|Office Depot, Inc. Launches Iconic “Taking Care of Business” Brand Platform|
Unveils Fully-Integrated, Nationwide Advertising Campaign
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20170626005226/en/
The new “Taking Care of Business” brand platform and advertising campaign not only resonates with its customers, but strengthens Office Depot’s position as a reliable resource for them while affording the company opportunities for growth and expansion in the future.
“‘Taking Care of Business’ was instantly recognizable by all of our
customer segments and gave us distinct brand differentiation,” said
And, customers will hear a familiar tune playing in the background of the television and radio commercials — the original version of the well-known song, “Taking Care of Business” — tested well in a survey of 2,000 participants comprised of shoppers representing groups such as small business (SMBs), enterprise or contract, and personal, in addition to college students. They identified it as “for people like me,” “fresh” and “innovative,” driving a significant lift in Office Depot’s brand perception.
“The modernized version of ’Taking Care of Business’ also conveys that
everyone has business needs to take care of regardless of the inevitable
twists and turns in today’s fast-paced, non-stop world,” added Nick.
“Office Depot is keeping up with these changes to best deliver on taking
care of the customer. Research we conducted found that many of our
customers, business owners and moms alike, consider themselves
resourceful. Through this brand platform,
The advertising campaign is fully-integrated and supported with national television and radio ads; social media; digital advertising; email marketing; inserts; direct mail; and in retail stores and on officedepot.com including the mobile site, mobile app and more.
The brand platform and advertising campaign was developed in conjunction with the company’s agency of record, Zimmerman Advertising.
“With the new Taking Care of Business campaign,
Two national television commercials were produced and one features
workers from different occupations: entrepreneur, mom, architect,
general contractor, plumber and office professionals highlighting how
they manage to take care of their business in the face of life’s
obstacles. In turn,
Survey methodology: Fielded in May of 2017; Sample N=2,000 is inclusive of SMB shoppers (600), contract sales shoppers (400), college students (400) and personal shoppers (600).
The company had 2016 annual sales of approximately