UPS Drops "What can brown do for you" Slogan for "We [heart] logistics"

By Arielle Kass

The Atlanta Journal-Constitution

In a love affair a decade in the making, Sandy Springs-based UPS launched a new slogan and ad campaign Monday -- "We [heart] logistics" -- leaving "What can brown do for you?" at the curb.

The change represents the company's first global marketing campaign and a new focus on its non-package delivery capabilities. While shipping remains the foundation of UPS' business, Christine Owens, senior vice president of communications and brand management for UPS, said the acquisition of more than 40 companies over the past 12 years has allowed UPS to create a worldwide logistics network.

With the new ads, UPS is alerting small and mid-sized businesses to its capabilities providing services from transportation to financing to technology to allow companies to do business anywhere in the world. Competitors include Penske Logistics, Ryder and DHL

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