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