CHICAGO Boise Office Solutions has filed a suit against Staples Inc., alleging the office product retailer's recently unveiled new slogan, "That was easy," is too similar to Boise's "It couldn't be easier" line.
"We believe our mark represents Boise Office Solutions' ability to provide a personalized way of doing business," said Ralph Poore, a representative for Boise. "It's clear to us that by adopting a similar mark several years after [us], they're trying to capitalize on the Boise mark and represent that they possess the same capabilities."
Boise has been using its line since 1998, Poore said. Staples introduced its line in February in a campaign from advertising agency Martin/Williams in Minneapolis, replacing the long-running tag, "Yeah, we've got that." The lawsuit seeks to prevent Staples from using the line and monetary damages for loss of profit, Poore said.
"We have reviewed the complaint, and it's without merit," said Staples representative Deborah Hohler. She declined further comment on the pending litigation. An agency representative declined comment.
The suit was filed in U.S. District Court in Boise, Idaho, in early April. Boise Office Solutions, a subsidiary of Boise Cascade Corp. that distributes office products, furniture and paper, has annual sales of $3.5 billion.
—with Kristen Rountree