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FedEx, UPS and the U.S. Postal Service received a special delivery last year they weren’t expecting: new competition. DHL, a global player with only a niche presence in the U.S., raced onto the scene with a $100 million-plus campaign, a fleet of trucks clad in yellow and red, and the energy of a challenger brand looking to make a lot of noise.
Now, DHL is embarking on a four-month, $50 million campaign claiming superior customer service.
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