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ATLANTA, Feb. 7, 2002 – UPS (NYSE: UPS) today launched the largest and most aggressive advertising campaign in its 95-year history, using print and TV ads to extend one of the world's most recognized brands across new lines of businesses.

"What can BROWN do for you?" – only the fifth tagline in the company's history – provides continuity across the UPS brand as UPS extends its capabilities into logistics, freight forwarding, customs clearance, technology and finance.

"At UPS, brown is more than a color – it's a tangible asset that people associate with all the things that are good about our brand," said Dale Hayes, vice president for brand management and customer communications. "This campaign extends that association to the scope of new, and perhaps lesser known, capabilities we offer the marketplace."

The campaign launched today with national print advertising and will make its television debut during the broadcast of the 2002 Olympic Winter Games Opening Ceremony.

Since 1920, the color brown has become closely associated with UPS as a result of the visibility of the company's global air and ground delivery fleet and its brown-clad drivers. Over the decades, UPS Brown™ has become one of the most recognized and trusted icons in corporate history. The new ad campaign builds on that recognition, using brown to communicate UPS's modern range of supply chain, technology and financial capabilities.

The campaign speaks to all levels of management in the many businesses that make up the bulk of UPS's eight million-plus daily customer base. UPS customers and potential customers, from a mailroom employee to a logistics manager to company CFO's and CEO's, are challenged to consider how UPS - or BROWN - can help them achieve their business objectives and make their lives easier.

Through the spring campaign launch, UPS will invest about $45 million across numerous media. Viewers will be challenged to consider, "What can BROWN do for you?" throughout primetime sports, news and entertainment programming as well as such premium programs as the Olympic Winter Games and The Academy Awards.

The campaign marks the first major UPS brand advertising directed by The Martin Agency, UPS's advertising agency. The Martin Agency produced the light-hearted UPS commercials featuring the "chief operating elf" that aired during the last holiday season and was named this week to ADWEEK's list of 50 Best Spots of 2001. Martin also created UPS's popular "Race the Big Brown Truck," which highlighted UPS's first year as a NASCAR team sponsor.

UPS, founded in 1907, is the world's largest express carrier and largest package delivery company and a leading global provider of specialized transportation and logistics services, serving more than 200 countries and territories. In 2001, UPS generated revenues of US$30.6 billion and delivered more than 3.5 billion packages and documents worldwide. Headquartered in Atlanta, the company resides on the Web at UPS.com.

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