Redefining What “Easy” Means for the Modern Consumer and Workplace
FRAMINGHAM, Mass.–(BUSINESS WIRE)–#ThatWasEasy–In celebration of the Easy Button’s 20th anniversary, Staples is bringing back the beloved icon — a move that transcends nostalgia. First introduced in 2005, the Easy Button and its unforgettable catchphrase, “That was easy,” quickly became a pop culture hit, with millions of buttons sold and a lasting place in offices, classrooms, and internet memes alike.
Now, it returns as a symbol of how Staples has evolved to meet the needs of today’s customers and the realities of modern life. Because, let’s face it, life isn’t easy. From juggling new ways of working to navigating the growing demands at home and on the job, educators, parents, and businesses of every size are balancing more than ever. That’s why “easy” still matters and why Staples is more committed than ever to simplifying life for its customers.
“The Easy Button stood for more than convenience. It represented how Staples took the stress out of getting things done,” said Marshall Warkentin, President, Staples U.S. Retail. “Twenty years later, that promise still holds true — just in more meaningful ways. We now support customers with a breadth of services and solutions, from print and marketing to tech support, shipping, travel, returns, and more.”
“We are thrilled to bring back the Easy Button as a reflection of everything Staples and Staples Business stands for, from supporting school districts, to serving the nation’s leading healthcare systems, and partnering with Fortune 500 companies,” added Michele Parzianello, Chief Sales Officer, Staples Business. “Our expertise extends far beyond office supplies – from janitorial products and breakroom snacks to technology accessories and waiting room furniture.”
The Easy Button returns with a new advertising campaign designed to shift perceptions around the breadth of Staples’ and Staples Business’ expertise. The work features bold creative across out-of-home, digital, social, radio, and streaming platforms, quite literally opening the iconic red button to reveal how far the brand has evolved. At the center of it all, the Easy Button, aka E.B., is stepping out of the store aisles and into your social feeds, bringing a fresh, witty voice to today’s conversations about work. From productivity tips to sharp takes on LinkedIn, E.B. offers a playful perspective on the realities of modern work.
“This campaign is more than a cultural comeback, it’s a bold reintroduction of the Easy Button and what it represents for consumers and businesses in 2025,” said Amy Steel Vanden-Eykel, Chief Marketing Officer, Staples. “Staples has evolved as a business and as a brand, and we’re excited to share how our team of experts today is making work and life easier than ever before. Through this clever, humorous campaign, we’re personifying “E.B.” the Easy Button and putting him back into the spotlight in fresh, relevant ways that will resonate with today’s customers.”
Looking for an E.B. of your own? Staples is offering an exclusive promotion: get a FREE Staples Easy Button with any $50 purchase in-store or online (offer valid May 28–June 7, 2025, while supplies last¹).
Learn more: https://www.staples.com/thatwaseasy
About Staples
For nearly 40 years, Staples has been a trusted leader in delivering end-to-end workplace solutions for consumers and businesses of all sizes across a broad range of industries. The company provides a comprehensive portfolio of products, strategic solutions, and services including print and marketing, shipping, technology, and travel. Its specialized assortment includes high-quality office supplies, janitorial products, technology, furniture, and breakroom essentials, all supported by best-in-class supply chain capabilities and a dedicated team of experts committed to making the workday easier. Headquartered near Boston, Massachusetts, Staples operates throughout North America via direct B2B sales, e-commerce, and more than 900 retail stores. To learn more, visit your local U.S. Staples store, download the Staples app, explore Staples.com or StaplesBusiness.com, or follow @Staples on social media.
1This offer is available both in retail locations and online. Expires 6/7/25. Valid on item no. 606396 only. Must have Staples® app to redeem in store or add coupon to cart to redeem online. Limit 1. Exclusions apply. While supplies last. See Staples® app for details.
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