UPS has launched an innovative ad campaign to promote their small business services, an attempt to educate consumers that they “do more than shipping”.

It is not the first time UPS has tried to increase customers’ awareness about the range of services it offers. In 2002, the company held a campaign with the tag line “What can brown do for you?” to introduce its less-known services. Apparently, the message was not clear enough, and this time UPS is driving the message home with a unique campaign and a strong message.

Although UPS is the world leader in the shipping services industry, with over 7 million customers in more than 200 countries and territories, their expertise is not limited to shipping alone. The company also offers printing, document finishing, freight, and notary services, to name a few. These services are highly valuable for small business, especially those who operate internationally. However, because many business owners are not aware of such services being offered by UPS, the company is missing out on profitable opportunities that could contribute to their future development.

With its new ad campaign, UPS is essentially trying to reposition its brand as an integrated business service line. Using creatively designed cardboard graphics to foster a new visual identity, the campaign should effectively redefine UPS’s position in the market and highlight the services people are not aware of. In addition, these “new” services should increase the overall brand equity for the UPS company, as consumers will see them as a comprehensive business service provider rather than just a shipping company.