Office Depot is launching a major campaign called “Gear Up For Great”, which aims to change how consumers look at office supplies by calling them “gear”.
Office Depot has been working with advertising agency McCann to help create brand unity after its merger with OfficeMax.
“We believe the phrase ‘office supplies’ doesn’t really do justice to the Office Depot Office Max business offering,” says Tom Murphy, McCann NY’s chief creative officer.
“Their supplies are actually performance gear to help businesses and consumers succeed. By reframing the conversation from supplies to gear, we are better defining Office Depot and Office Max, and also celebrating the products, and the people, that make small businesses great.”
The campaign launched at the beginning of January and includes national television and radio advertising in the US.