United Parcel Service, Inc.: What Can Brown Do For You? campaign

Candice Mancini

In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business.

United Parcel Service, Inc.: What Can Brown Do For You? campaign

Candice Mancini

OVERVIEW

In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business. At the same time, as part of a major rebranding campaign, UPS wanted to move beyond package delivery to include a variety of related services. To prepare for the impending rebranding, UPS launched the biggest U.S. advertising endeavor in its history. The high-priced, multilevel "What Can Brown Do for You?" campaign was intended to reveal fully what the company's growing capabilities were for just...

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