Shipper UPS intends to spend about $35 million behind a new campaign in its biggest push since "What Can Brown Do For You" five years ago. The new effort, which includes TV, newspaper, magazine and
online, starts Saturday, says Larry Bloomenkranz, vice president for brand management, advertising and sponsorships for the company.
"This is a tough business, very competitive," he
says. "We're always trying to make our brand more relevant, more appealing than the other guy's." While the company has its 100th anniversary this year, the new ad campaign is not connected to that
milestone.
The new ad campaign is called "Whiteboard" and in the television ads, a man stands at a white board and draws on it with a brown marker to explain the different services
UPS offers. They end with: "What Can Brown Do For You?" and a link to a Web site that provides the answer. "It doesn't shout at you," Bloomenkranz says. "It's not noisy with loud music or blinding
graphics. It's just down-to-earth and an engaging way of drawing people in to pay attention to our messages."
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