Staples Inc. is launching a marketing campaign with a new message for customers: It's not just the place to go for paper and toner anymore.
The Framingham retailer is swapping its familiar “That was Easy” tagline adopted a decade ago for “Make More Happen,” a new slogan meant to depict Staples as a convenient one-stop shop for a vast assortment of products.
The campaign is the latest attempt by Staples to transform itself from the king of the office supply superstore to a huge online marketplace with a much smaller physical retail footprint. Harsh trends in the office supply retail business are prompting that shift. Customers simply need less paper, ink, and toner in the digital era. Full story for BostonGlobe.com subscribers.