UPS delivers its biggest ever marketing campaign

Watch the new UPS ad here.

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here