October 19, 2010
UPS Loves Logistics
The United Parcel Service of America’s new global brand campaign “We Love Logistics” has recently replaced the long-running tagline, “What can Brown do for you?” and the popular “Whiteboard” campaign. Within the past two weeks, the launch of this new campaign has been shown throughout all sources of media in several different countries to highlight the company’s strong logistics capabilities.
While the concept of new logistics has been defined by UPS and understood within the business community as the most powerful force in business today in terms of business growth, efficiency advancement, and strategic solutions. This message could possibly be misunderstood by the average consumer. The primary target of the campaign seems to be small to mid-sized companies who may need a broader set of logistics services with regards to further developing their business. “We Love Logistics” is geared towards creating solutions and explaining what UPS can actually do for the customer.
Betsy Wilson, director of global advertising at UPS stated that, “We needed to develop a more global way of communicating the full breadth of our capabilities. This campaign is about redefining what logistics means from a business standpoint. It is about thinking about transportation and shipping in a new way—as a strategic asset of your business instead of as a cost or an asset that needs to be managed.”
How is UPS making logistics sound interesting and fun?
The television ads represent a smooth transitional process and explanation of a package’s venture to its final destination. A spin off of the Dean Martin song “That’s Amore” is reworked into a catchy tune sprinkled with loads of information with lyrics such as, “When its 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.”
There is no way to tell how well the “We Love Logistics” campaign will benefit UPS this early in crusade; but for now we are enjoying their creative advertisements and appreciate their strides to educate customers of the logistics involved through every aspect of the supply chain.
