UPS retires ‘What can brown do for you’ slogan

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NEW YORK (AP) — UPS’ slogan “What can brown do for you” is no more.

The world’s largest package delivery service is retiring its slogan in favor of a new theme, “We (heart) Logistics.”

The new campaign, conceived by Ogilvy & Mather Worldwide, will focus on all the points along the delivery process in which UPS can help. The company’s logistics unit helps with everything from determining how a customer’s supplies move to overseeing technology for filling orders. UPS also oversees manufacturing plants for some companies and handles returns for others. Logistics services are becoming increasingly important — and lucrative — as companies try to grow internationally.

The first ads will run in the U.S., China and the U.K. on Monday.