Sandy Springs-based UPS has launched an ad campaign with a new tagline that will replace its “We love logistics” motto in place since 2010.
The new tagline, “united problem solvers,” plays on the idea of a different interpretation of the UPS acronym.
“We’re not changing the name of the company,” said UPS vice president of customer communications head Maureen Healy. But, “I think it is provocative by intent, and will be memorable.”
The company says the new ads and commercials , which debuted Sunday, come as the services it provides to businesses 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 domestic or international 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 campaign debuts 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.
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