FedEx Corp.: Be Absolutely Sure campaign

Judson Knight

Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising.

FedEx Corp.: Be Absolutely Sure campaign

Judson Knight

OVERVIEW

Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising. In the early years FedEx relied on a fast-talking spokesman who anchored the "Absolutely, Positively Overnight" campaign that ran from 1978 to 1983. By the 1990s it was facing increasing competition from rival express firms offering cheaper service. Despite being far younger than United Parcel Service (UPS) and the United States Postal Service, by this time FedEx was able to portray itself in its advertising as...

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