UPS abandons “We Love Logistics” in favor of “United Problem Solvers”

UPS is launching a new campaign with the tagline “United Problem Solvers,” which replaces its “We Love Logistics” campaign and tagline that launched in 2010.

The integrated campaign, including TV, print and online, was created by Ogilvy & Mather Worldwide and will debut March 8 during the NCAA men’s basketball tournament. Print ads are running in general business publications and select trade magazines. The budget is undisclosed.

“Our employees solve customer problems by using the best mix of proven analysis methods, innovative technologies and the company’s extensive global transportation network. We not only move goods through all aspects of the supply chain, we also help our customers approach their business problems to uncover new top line and bottom line opportunities,” Alan Gershenhorn, executive vice president and chief commercial officer, said in a statement.

Bring us your problems. Your challenges. Your daydreams. Your scribbles. Your just about anything. Because we’re not just in the shipping business. We’re in the problem-solving business. We’re more than 400,000 “can-do” people serving over 220 countries and territories who are ready to roll up our sleeves and help solve your business problems. Let’s get to work.

“We’re transforming UPS from a logistics provider to a full-service partner that offers world-class expertise and capabilities that help customers increase revenue, improve cash flow, minimize lead time and reduce cost,” he said.

The ads will then appear in international markets including, China, Germany, Mexico and the United Kingdom.

“The new United Problem Solvers campaign illustrates how our more than 400,000 employees approach problems with expertise and intense commitment to help customers,” Gershenhorn said. “Our essential message is to invite customers to challenge us with their business problems. We are confident that we can offer insights that will help them be more successful.”

Related: UPS Supply Chain Solutions ranks no. 3 on Armstrong & Associates Top 50 U.S. Domestic 3PLs