Package delivery giant UPS launches its biggest global ad campaign to date to promote its expanding logistics service.
The company is replacing its “What can Brown do for you” slogan with “We ♥ Logistics”.
Print, television and digital media ads in the United Kingdom, United States, China and Mexico have launched today (13 September).
This marks the first time in UPS history that the company will have a unified global communications platform.
The TV ad features new UPS jingle That’s Logistics set to the tune of Dean Martin’s That’s Amore and features lyrics such as “when it’s planes in the sky, for a chain of supply, that’s logisitcs” and “there will be no more stress, ’cause you’ve called UPS, that’s logisitcs”.
The jingle will be blasted out at Grand Central and Penn railway stations in New York in October but no UK-based stunts have been planned.
The “We ♥ Logistics” message reflects the company’s evolution from primarily shipping parcels to a full logisitcs provider, with the UPS’s logistic division now its third largest unit, bringing in 16% of the company’s total revenue which stood at $45.3bn in 2009.
UPS chairman and chief executive Scott Davis says: “Package delivery will always be the foundation of our business but today UPS can do so much more for our customers.
“No-one is better positioned to help companies tap into the power of logisitics than UPS.”
The campaign creative was delivered by Ogilvy & Mather Worldwide, a unit of WPP, which was appointed as UPS’s global communications agency last October following a six month search.
Ogilvy handles global advertising, relationship marketing and digital activities and its sister agency Maxus handles media placements worldwide.