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UPS’s 100th Anniversary Not Tied to New, $35M Campaign

UPS is launching its biggest marketing push since its 2002 “What Can Brown Do for You” campaign.

The campaign, beginning Saturday in the U.S., will include television, print and online ads, writes Editor & Publisher. UPS is spending $35 million on the campaign, compared to $20 million it spent in 2002.

Though this year marks UPS’s 100-year anniversary, the ad campaign is not tied to that, but is rather being done for “business reasons,” says Larry Bloomenkranz, vp of brand management, advertising and sponsorships.

“This is a tough business, very competitive,” he is quoted as saying, and the company is always working to make the brand more relevant and appealing that “the other guy’s.”

The Martin Agency of Richmond, Virginia, handled the print and television ads, while the interactive ads are being handled by IQ Interactive of Atlanta.