Playing with an acronym for a campaign slogan

When the abbreviated name of a business is better known to the public than the "full" version, there are opportunities to use this for the basis of an effective, memorable campaign. A few letters are relatively easy to incorporate into an attractive design, and if many already know what they stand for, these letters could lend themselves easily to a fun new arrangement.

The shipping company UPS has a very well-known name and logo, and it has a new ad campaign that exploits the letters in its name to present an image as a helpful, customer-friendly entity. Last month, it issued a press release detailing the "United Problem Solvers" initiative, intended to highlight the relationship between the company and their business customer base, specifically.

Print and video ads are part of this strategy, which is targeting a broad range of industries and clients with shipping and logistics needs. The company's CCO Alan Gershenhorn explained the core of the campaign, which includes the stories of some of their real customers.

"The new United Problem Solvers campaign illustrates how our more than 400,000 employees approach problems with expertise and intense commitment to help customers," he said. "Our essential message is to invite customers to challenge us with their business problems. We are confident that we can offer insights that will help them be more successful."

Because the company's name is well-established, basing the campaign name off of those three letters helps reinforce the connection and make it easier to remember. With a strategy like this, there's the risk that customers could mistake the name of a campaign for the actual name of the company, but if executed well, promotional items with the right signage will reduce the chance for confusion.

With these and other possible tactics that work with the existing brand identity of a business, a mixture of vinyl signs and other decals and displays will make the change stick in a customer's mind.