The UPS Store Launches Brand Character 'Blu' in Multiyear Marketing Campaign
The UPS Store has introduced its first-ever brand character, Blu, as part of a multiyear national marketing campaign. The initiative aims to support franchisees and promote the company's services beyond shipping—such as printing, shredding, and mailboxes—to small business owners. Blu appears in advertisements across TV, digital, social media, and print channels, often paired with NFL player Aidan Hutchinson. These ads highlight how Blu helps entrepreneurs manage various tasks through The UPS Store’s offerings. The campaign aligns with a broader strategic shift by United Parcel Service (UPS), the parent company of The UPS Store, to focus on premium services rather than low-margin deliveries for Amazon. This pivot has led to significant restructuring efforts at UPS, including job cuts and network adjustments in 2025 and 2026.
Tickers: $UPS
Topics: advertising campaign brand character franchise support