Office Depot is `Taking Care of Business’ with New Brand Positioning, Tagline...

Office Depot is `Taking Care of Business’ with New Brand Positioning, Tagline and Ad Campaign

Latest Outreach Leverages Company's Position as the Best Office Products Supplier for Business Customers; Brings Forward the Most Recognized Tagline in the Category


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Delray Beach, FL–(HISPANIC PR WIRE – BUSINESS WIRE)–January 3, 2005–To kick off the new year and the back-to-business selling season, Office Depot (NYSE:ODP), one of the world’s leading resellers of office products and services, has launched a new advertising campaign that brings forward the company’s famous Taking Care of Business selling proposition.

As part of the campaign, a series of television and radio ads positions Office Depot as the partner that successful business people depend on for the essential tools they need to get the job done right.

“Office Depot has never been more committed to servicing our business customers,” said Chuck Rubin, Executive Vice President and Chief Merchandising/Marketing Officer for Office Depot. “At the heart of this commitment is the launch of a new brand positioning that is supported by the tagline Taking Care of Business. For Office Depot, Taking Care of Business is more than a tagline – it’s an approach to success both internally and externally.”

According to Rubin, independent research conducted on behalf of the company reveals that 76 percent of business customers who reviewed taglines from the three top office supply superstores felt that Taking Care of Business best represented a company in that industry.

“But what’s even more impressive,” Rubin noted, “is that our research demonstrates that this tagline scores highest on brand attributes that are most desirable to small business people: ‘a professional shopping environment,’ ‘respect for my business,’ ‘a company with a professional image,’ ‘high quality office supplies’ and ‘is for a business like mine.’

“By using this tagline, we leverage the equity we have previously built, while at the same time communicate a clear and meaningful message to our customer,” Rubin added. “Further, it shows our desire to take on the competition…and win!”

New television and radio commercials created by BBDO New York present relevant stories that illustrate how Office Depot helps small business customers help themselves to succeed.

In one :30 TV spot, for example, we follow a decorator as she progresses from inspiration to execution of her idea. We see her looking at an empty space, contemplating how to decorate it. She then visits an Office Depot store, prints out color swatches and takes pictures with a digital camera. The voiceover says, “You think color. We think ink. You think design. We think display. You think how to grow your business. We think how to supply it.”

In a second :30 TV spot, we watch an architect bring his drawing plans to life as the voiceover says, “You think plans. We think paper. You think locations. We think laptops. You think how to build your business. We think how to supply it.”

Radio advertising follows a similar format and focuses on small business customers, including a dentist, mechanic and chef. Each :60 ad also includes a specific promotional offer that will directly impact small business customers.

All spots wrap with, “You take care of business. We take care of you. Office Depot. Taking care of business.”

“In people’s minds, the office supply superstores are interchangeable,” Rubin remarked. “With Taking Care of Business, we have a highly differentiated position that will truly separate Office Depot from our core competitors. We will also ‘move boxes’ by giving customers an added-value reason to shop at Office Depot. After all, we’re entrepreneurs, too. We started out 18 years ago with one store and one purpose – to give small business customers everything they need under one roof. That’s still the essence of our company and why we are in business.”

According to Rubin, advertising debuts tonight and will be seen on network and national cable television in prime time, sports and late night programming. Radio runs in the top 35 markets. All spots will be adapted for the Hispanic market.

“We’ve fashioned the advertising with the right balance of brand-building and value messages,” added Ed Maslow, Senior Vice President and Senior Creative Director at BBDO New York. “The structure and idea of the campaign is unique. We show the entrepreneurs of the world thinking and creating, while Office Depot is always there to supply the tools.”

In February, Office Depot will follow up this launch effort with a new advertising campaign focused on its title sponsorship as the Official Office Products Partner of NASCAR (which was also announced today) http://mediarelations.officedepot.cc/racing/.

The survey was conducted using an online survey tool, Zoomerang. Office Depot created the questionnaire that was launched via Zoomerang using a third party email panel. Zoomerang then provided a report of the results. The base of customers was 583 small business owners. The standard screening question focused on those who purchased $75 worth of office products in the last 60 days.

NOTE TO EDITORS: Find clips of the Office Depot Taking Care of Business television commercials at http://mediarelations.officedepot.cc/tcob/tv.asp. Further information concerning Office Depot’s new advertising campaign, including press releases and product images can be found at http://mediarelations.officedepot.cc/tcob/

About Office Depot

With annual sales of more than $12 billion, no one sells more office supplies to more customers in more countries than Office Depot. Founded in 1986 and headquartered in Delray Beach, Fla., the company conducts business in 23 countries and employs nearly 50,000 people worldwide.

Office Depot is a leader in every distribution channel – from retail stores and contract delivery to catalogs and e-commerce. The company is the world’s number three online retailer – on track to generate $3B in sales for FY’04. In North America, Office Depot has 923 retail stores in addition to a national business-to-business delivery network supported by 22 delivery centers, more than 60 local sales offices and 13 regional call centers.

The company’s common stock is traded on the New York Stock Exchange under the symbol ODP and is included in the S&P 500 Index. Additional press information can be found at: http://mediarelations.officedepot.com.

–30–CM/mi*

CONTACT:

Office Depot, Delray Beach

Brian Levine, 561/438-2895

or

BBDO New York

Roy Elvove, 212/459-5797

Office Depot is `Taking Care of Business’ with New Brand Positioning, Tagline and Ad Campaign