• February 28, 2003

Home and office product retailer Staples, Inc launched a new national advertising campaign last night, which was decidedly heavy on toner and ink. The commercials highlight the first in a series of long-term operational, merchandising and cultural changes underway at Staples, which according to the company is designed to “redefine the customer experience and differentiate the Staples brand.” Each spot uses humor and empathy to feature a new customer program, or "easy trigger" that reflects Staples' customer-centric evolution. In the first spot, "Ink Cartridge Bingo" Staples introduces an industry-first ink and toner in-stock guarantee program. In the commercial, a crowd of frustrated small business people look for toner, as if finding the one they need is by chance and akin to winning bingo. The scene transitions to a quick encounter at Staples where the “prize” is won with the help of a friendly store associate.