Remember the famous UPS slogan, “What Can Brown Do for You?” For decades, UPS spent millions making brown one of the most recognizable colors in American business. Well, apparently brown isn’t good enough anymore.
The UPS Store has launched a new advertising campaign featuring a helpful character named Blu. That’s B-L-U. And yes, she’s dressed in blue. The ad agency says Blu gives the stores a distinctive personality.
But wait a minute. Aren’t those stores called THE UPS STORE? Customers see UPS trucks, UPS drivers and UPS stores as one brand. And that brand is BROWN. If UPS wanted to create a new retail identity, fine. Call it Blu Business Centers.
Instead, they’re spending millions promoting a new color while keeping the old name.
UPS spent decades teaching America that brown means UPS. Now they’re paying an advertising agency to teach us blue. What can Brown do for you?
Apparently, not enough.
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