Observed Signal · Sep 23, 2026 · Product Launch · Source: Retail Dive · Impact: 2/5 · Sentiment: Positive
Staples Launches 'Hard vs. Easy' B2B Brand Campaign
Staples is launching a new full-funnel advertising campaign called 'Hard vs. Easy' to spotlight its enterprise-level B2B services and celebrate its 40th anniversary. The campaign introduces a black 'hard button' as a dark alter ego to the iconic red 'easy button,' humorously depicting workplace mishaps solved by Staples' solutions. The ads will run across streaming services like YouTube, Hulu, and Netflix, as well as social platforms and out-of-home placements. Chief Marketing Officer Bob Sherwin, who joined in June of last year, aims to shift perception from Staples as a retail store to a comprehensive B2B solutions provider, leveraging its supply chain and same-day delivery capabilities. The campaign was created in-house with support from agencies Bandits & Friends and Monks.
This is a marketing campaign by a major retailer, relevant to the retail and advertising industry, but not a transformative industry event.
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Key Takeaways & Evidence Grounding
- Staples launched a new 'Hard vs. Easy' full-funnel B2B campaign featuring a black hard button alter ego.
- The campaign includes ads on YouTube, Hulu, Netflix, LinkedIn, Meta, out-of-home billboards, and digital signage.
- Staples' CMO Bob Sherwin says the campaign aims to shift perception from retail store to B2B solutions provider.
- Staples was taken private in a $6.9 billion sale to Sycamore Partners in 2017.
- The hard button concept was created in-house, with external agencies Bandits & Friends and Monks assisting.
Connected Companies & Entities
1 Entity mapped“Staples is iterating on its easy button brand platform with a new campaign 'Hard vs. Easy' to spotlight B2B services....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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