Dive Brief:

• Office Depot on Monday announced the launch of its “Taking Care of Business” brand platform, which the office supplies retailer says has been modernized for business and retail consumers alike. 

• As part of the rollout, the company is unveiling a new national advertising campaign, featured in national television and radio ads, social media, digital advertising, email marketing, inserts, direct mail and in retail stores. The ad spots feature a return of the company’s use of the Bachman Turner Overdrive song “Taking Care of Business,” which it also turned to in the 1990s. 

• The brand reboot follows rival Staples' launch of a new campaign in May aimed at broadening the retailer's customer base.

Dive Insight:

In forging new strategies in the aftermath of their failed merger plans last year, rivals Office Depot and Staples are both stepping up their marketing plans. 

Staples last month said that it's launching a new national brand campaign — only the fourth in its 31-year history  — called "Staples: It's Pro Time." With the campaign, Staples is trying to reach "beyond retail" for a broader customer base, including small and medium-sized businesses and enterprise-level customers. It includes a 30-second anthem ad titled "Summon Your Pro," along with 15-second TV spots, radio spots, print and digital distribution, and in-store collateral and signage.

Office Depot on Monday said the song "Taking Care of Business"  tested well in a May survey of 2,000 shoppers representing small enterprise and contract businesses, and retail consumers, including college students. They identified it as “for people like me,” “fresh” and “innovative.” 

“‘Taking Care of Business’ was instantly recognizable by all of our customer segments and gave us distinct brand differentiation,” Diane Nick, senior vice president of marketing for Office Depot, Inc., said in a statement. “We know our customers work hard at taking care of their businesses. Through this platform that will be amplified across our channels, we want them to know that we’ll be there to take care of them.”

The company has produced two national television commercials, one featuring workers who include an entrepreneur, mom, architect, general contractor, plumber and office professionals.