UPS Thinks Bigger, Gives Brown the Boot

For many years, UPS has been synonymous with one word: brown. Brown was more to UPS than the color of the company’s delivery trucks and uniforms. Brown was the UPS brand, thanks mainly to the “What can brown do for you?” advertising campaign that launched during the opening ceremonies of the 2002 Winter Olympics in Salt Lake City.

Now UPS is going in a different direction. Brown is out. The slogan “We love logistics” is in. Take a look at the first television spot touting UPS as the leader in logistics.



UPS wants to be known as more than a package delivery company. According to a company press release, the new worldwide campaign is meant to “demonstrate how it has vaulted past competitors to offer the broadest range of logistics services in the industry.” UPS has launched a separate website to show how companies all over the world leverage the power of logistics.

How will consumers react to the new UPS branding? Brown was easy to wrap your arms around. Logistics is more difficult. Non-business people might have a hard time even defining the word logistics. Making logistics a household word will be a huge challenge.

What do you think?