UPS ditches "Brown," declares love for "Logistics"

We've all seen those ubiquitous bumper stickers that say "I ♥ New York" or "I ♥ my German Shepherd." But keep your eyes peeled: Soon, we might be seeing bumper stickers that say "We ♥ Logistics."

Atlanta-based UPS has launched an advertising campaign that's built around the theme "We ♥ Logistics." The campaign, which kicks off in the United States, China, the United Kingdom, and Mexico, is designed to emphasize Big Brown's transformation to a provider of what it says is the "broadest range of logistics services in the industry." That message will be carried through television, print, digital, and social media.

The fact that a logistics-themed communications campaign will be broadcast to the general public as well as industry professionals suggests that familiarity with the concept is growing among smaller and medium-sized businesses.

The campaign's focus reflects UPS's desire to highlight the conglomerate's expansion beyond its core parcel delivery business, but with a more narrow focus than the now-jettisoned slogan "What Can Brown Do For You," which carried a broader message to the marketplace.

Since going public in 1999, UPS has acquired more than 40 companies, including industry leaders in trucking and air freight, retail shipping and business services, customs brokerage, finance, and international trade services.