ATLANTA (AP) - UPS will spend about $35 million to launch a new advertising campaign.
It's the company's biggest marketing push since "What Can Brown Do For You" in 2002.
Larry Bloomenkranz, vice president for brand management, advertising and sponsorships for the Atlanta-based company, says the new campaign, including television, newspaper, magazine and online ads, will begin airing Saturday in the United States.
UPS' 100-year anniversary is this year, but the new ad campaign is NOT connected to that.
In October, UPS said third-quarter profit rose 8.9 percent, but it also announced it was cutting 1,200 jobs in its air freight and logistics business as it completes an integration of recent acquisitions. The company has been restructuring in an effort to improve execution. It releases its fourth-quarter results on Jan. 30.
UPS, also known as United Parcel Service, is calling the new ad campaign "Whiteboard."
In the television ads, a man stands at a white board and draws on it with a brown marker to explain the different services U-P-S offers and how they can be integrated to perform multiple functions for businesses.
The ads end with the company's familiar slogan, "What Can Brown Do For You?", and a link to a Web site that provides the answer.
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