Logistics … That’s amore!
ATLANTA – When the moon hits its eye, UPS apparently feels like changing its worldwide ad campaign.
The package delivery giant is replacing its "What can Brown do for you?" catch-phrased with the slogan, "We [Heart] Logistics" as part of a new global ad campaign to promote its expanding logistics business to small and medium-sized companies that want to sell their wares around the world.
Print, television and digital-media ads have already started running in the U.S., China, Mexico, and the United Kingdom.
UPS chairman and CEO Scott Davis said the company’s first global campaign was inspired partly by UPS statistics indicating that 70 percent of its U.S. customers export to just one country, typically Canada.
He believes they are intimidated by the cultural challenges of shipping to other countries and saw an opportunity to make international trade easier for small- and medium-sized businesses.
The campaign’s TV ads feature a new UPS jingle set to the tune of the Dean Martin classic "That’s Amore," sung in English, Spanish and Mandarin (oh, we can’t wait!)
You know the song, so sing along (Go ahead, you know you want to! Just make sure no one’s around.) :
When it’s planes in the sky,
For a chain of supply,
That’s logistics.
When the parts for the line
Come precisely on time,
That’s logistics.
A continuous link,
That is always in sync,
That’s logistics.
Carbon footprint reduced.
Bottom line gets a boost.
That’s logistics.
With new ways to compete,
There’ll be cheers on Wall Street,
That’s logistics.
When technology knows,
Right where everything goes,
That’s logistics.
Bells will ring, Ring a ding,
Ring a ding, ring a ding,
That’s logistics.
There will be no more stress,
Cause you’ve called UPS,
That’s logistics.
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