New UPS Campaigns Deliver Without the Truck

Focusing on logistics, brand targets millennial movers and shakers

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Just in case you have ever wondered, United Parcel Service has 96,361 trucks. If you live in any of the 175 countries that UPS services, you’ve seen them: They’re big, they’re fast, and, of course, they’re brown. Relatively few brands enjoy the luck of its workaday equipment becoming a universally recognizable icon. So it’s no surprise, as this 1992 ad shows, that those big brown trucks have taken center stage in the company’s marketing.

Remember the slogan “What can brown do for you?” Ever notice those little die-cast UPS trucks in the toy store? (Amazon sells them for $11.90.)

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