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BOSTON Staples today unveiled a new positioning line, “That was easy,” replacing the office supply chain’s longtime tag, “Yeah, we’ve got that.”
The new line from Omnicom’s Martin/Williams, Minneapolis, is used in commercials breaking immediately. Two 30-second spots targeting mainly business users are light in tone, presenting humorous scenarios in which people learn that to find exactly what they need for the office (such as copying and printing services and supplies), they should visit a Staples store.
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