UPS No Longer Cares What Brown Can Do For You

In what it's calling its biggest global marketing campaign ever, UPS is dropping its "What Can Brown Do For You?" in favor of a new slogan, "We [Heart] Logistics." Print, television and digital-media ads in the US, UK, China and Mexico break today. UPS director of advertising Betsy Wilson discusses the new campaign and positioning after the jump.

UPS feels the new positioning is more in line with its value proposition: "Everybody loves something. We love logistics. We love its precision, its epic scale, its ability to make life better for billions of people. Each day, our customers count on us to choreograph a ballet of infinite complexity played across skies, oceans and borders. And we do. What's not to love?"

On that note, as Wilson notes in the video above, the new TV ads feature a jingle set to the tune of the Dean Martin classic That's Amore, sung in Mandarin, Spanish and English with lyrics such as, "When it's planes in the sky, for a chain of supply, that's logistics."

The 103-year-old  company's CEO Scott Davis tells today's Wall Street Journal that the inspiration for the company's first global campaign was research indicating that 70% of UPS's U.S. customers export to just one country, typically Canada. "They are somehow intimidated by the cultural challenges of shipping to other countries," he commented.

Davis added the new campaign reflects the company's evolution since going public in 1999, from primarily shipping parcels, to a full logistics provider.

The Journal adds that Davis sits on President Barack Obama's President's Export Council, a group of labor and business leaders who are working to double U.S. exports in five years: that "goal is 'not going to happen' unless small and medium businesses get comfortable with cross-border trade, Mr. Davis said. He said that the U.S. is in a 'mild recovery' but that 'if you're looking to grow over the next 10 or 20 years, you've got to look at a customer base beyond the U.S.'"