UPS Wants Us To Heart Logistics
Monday September 13, 2010
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Package-delivery giant UPS is launching a global ad campaign to promote its logistics business to small and medium-sized businesses who are moving into global markets. UPS is replacing its famous slogan "What can Brown do for you?" with the slogan, "We [Heart] Logistics." Print, television and digital-media ads in the U.S., China, Mexico and the United Kingdom will start running on today. UPS has not indicated how much it will be spending on the media campaign, but has indicated that it will feature real UPS employees.
The TV ads feature a new UPS jingle set to the tune of the Dean Martin 1952 classic song "That's Amore," which will be sung in Mandarin, Spanish and English with lyrics as strange as, "When it's planes in the sky, for a chain of supply, that's logistics," and "There will be no more stress, 'cause you've called UPS, that's logistics."
UPS is also featuring full-page advertisements in leading papers this week to explain "why logistics is the most powerful force in business today, and why you should understand it." UPS's website now greets visitors with the "I heart Logistics" in a variety of languages. |