Dive Brief:

• UPS is introducing an integrated campaign tagged “United Problem Solvers,” replacing its five-year-old “We Love Logistics” slogan and campaign. 
• From Ogilvy & Mather Worldwide, the campaign launched with a 60-second television spot on Sunday, during the NCAA’s March Madness basketball tournament. 
• UPS’ new campaign will also offer online creative executions, and print ads in business-to-business and consumer titles. 

Dive Insight:

Package delivery leader UPS will switch its tagline from “We Love Logistics” to “United Problem Solvers” to emphasize its range of shipping and supply-chain management solutions. The initial 60-second TV spot premiered during the NCAA’s men’s basketball tournament, showcasing different businesses using UPS to meet a variety of challenges. UPS is the official logistics provider for the NCAA.

Print ads will concentrate on ways UPS can help specific business customers, from handling return shipments and customs clearance to cryogenic packaging and e-commerce. “Bring us your daydreams, your ‘ahas,’ your easier-said-than-dones,” the TV spot’s voiceover says. “We’re in the problem-solving business.”