Slogan Doctor: UPS - We (love) logistics

In 2010, US shipping company UPS launched its slogan in a campaign by Ogilvy & Mather.

by John Morrish
Last Updated: 09 Oct 2013

Also used in Chinese and Spanish, 'We (love) logistics' combines two types of language. Nothing could be more cuddly than the verb to love, especially when represented by a heart symbol. But logistics is a hard, pseudo-scientific word for shipping and distribution originating in the army in the 19th century. The company knows that logistics is a difficult word to love, so took no chances in its TV ads, which rewrote the old Dean Martin number That's Amore as That's Logistics, with new words emphasising the importance of distribution. However, the campaign, with packages festooned in animated hearts, looked consumer - not business - focused. Presumably UPS's parcels are better targeted.

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