UPS has changed its advertising slogan, replacing the “We love logistics” tagline in place since 2010.
The new tagline, “United Problem Solvers,” debuted in an ad campaign rolling out this week.
It plays on the idea of a different interpretation of the UPS acronym, which actually stands for United Parcel Service.
“We’re not changing the name of the company,” said Maureen Healy, vice president of customer communications at Sandy Springs-based UPS. But, “I think it is provocative by intent, and will be memorable.”
The company says the new ads and commercials come as the services it provides have expanded over the last few years. UPS hopes to show it can serve as a consultant to help companies achieve business objectives ranging from improved customer service to expansion into new markets.
“We’re really moving from a logistics provider to a full-service provider,” Healy said.
The campaign features stories of different businesses, including Atlanta-based EndoChoice working with UPS to improve its workflow and inventory management. UPS says that helped EndoChoice grow from a startup to a $50 million company in six years, and EndoChoice also sought its help to bring a new product to treat colon cancer to market in under 18 months.
Businesses “may not see logistics as the problem, but they certainly know they have a problem,” Healy said. “UPS people love to solve problems. We do it every day…. We don’t think there’s a problem we can’t solve.”
The new campaign is debuting in the lead-up to March Madness and the NCAA tournament. UPS is a NCAA sponsor. The campaign is intended to last three to five years, according to Healy.