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Office Depot revives “Taking Care of Business” Slogan in New Advertising Campaign

Bay O'Leary, Ph.D.

Bay O’Leary, Ph.D.

Boca Raton-based Office Depot rolls out new ad campaign with old theme, “Taking Care of Business.” This slogan was first used by Office Depot in 1992. The Company said, that the new ad campaign will modernize the brand for today’s busy professionals and consumers. The advertising campaign will include a national television and radio ads, social media, digital advertising, email marketing, newspaper inserts, direct mail; and retail store and company website ads.

Bay O’Leary, Ph.D., chair of the marketing department at Nova Southeastern University, said it’s not unusual for a brand to re-use a song that was popular. “That was a really popular slogan,” Dr. O’Leary said of “Taking Care of Business.” According to Dr. O’Leary, the company is looking for recall and recognition. “Taking Care of Business” was instantly recognized by all of Office Depot customer segments and gave them distinct brand differentiation.

 

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