"That's logistics"

        

http://www.youtube.com/watch?v=mRAHa_Po0Kg

For years UPS’ “What can Brown do for you?” was one of the most identifiable slogans.  However, UPS has decided its time for a change and now has a new slogan. 

 Their new tagline is “That’s logistics”.  The slogan itself does not exactly roll off the tongue.  To combat this and try to make the slogan more catchy their commercials feature the tagline being sung to the tune of “That’s amore”.

Somehow throughout the commercial the saying “That’s logistics” becomes catchy.  In the commercial they show UPS packages traveling throughout the globe as the song plays.  The commercial itself is interesting and fun to watch.  It captivates the viewer and keeps them interested.

 Not only that but UPS did a very smart thing in the commercial.  First off the message of the commercial is something that resonates with viewers.  The commercial is telling potential customers that UPS is always figuring out logistics with packages and therefore can be relied upon.

This is then giving audiences a very positive image of UPS.  Also, many people are fond of the song “That’s Amore” and find it to be very nostalgic.  By using this song in their commercials UPS is making itself more memorable in people’s mind.

Though these commercials are good, they may not necessarily be persuasive enough to get someone who was not already a UPS customer to use UPS.  However, at the very least UPS made these commercials memorable, and they will stick out in viewers’ minds.