UPS: Consider it done

Losses were incurred when the company expanded internationally and advertising was used to overcome these losses. To expand and improve services and offer more than the competitors £1bn was set out to deal with 'Inertia trance' in the delivery market. Conservative buying behaviour deterring supplier change wasseen as the key obstacle at the time. Using a wide range of media including TV, radio, print, stickers, driver handouts and the Internet, the 'Consider it done' succeeded in positioning UPS as number two behind DHL