Spurred by the various wunderkinds of digital entrepreneurship, UPS is now changing its course.

Once known for their signature brown truck, the company’s new coat of brand paint looks more sleek and tries to be hip. And from what I can tell, the new marketing strategy isn’t even about shipping; it’s about being cool. Take the slogan: it went from “What can brown do for you?” to “We [heart] logistics”. Hotshot millenials don’t want to think about a clunky old truck slogging through the mud delivering their products at any speed. It’s all about a beautiful, seamless masterpiece of international commercial movement, or as Ad director Betsy Wilson described: “a ballet of infinite complexity played across skies, oceans and borders”. Yeah, ok.

Technology rules us all in some way, and what some are calling the “post adolescent CEOs” want to hear about how cutting edge their technology is, not just its quality.

The ‘selfie’ ridden millennial generation has even seeped its way into the visual of UPS’ ads. Check out and compare the 1992 images to today’s. The older one shows a decked out UPS truck, while the other shows YOU, a customer. This pretty radical rebranding also falls in line with a recently planned reach into Asia for UPS, which would make their ballet even more expansive and intricate.

A lot of companies look like they’re getting off their ‘you kids get off my lawn’ syndrome and starting to listen to the preferences of millennials. I guess the more money these whippersnappers get, the more brands will be made in their likeness.

You win, hipsters.

Howard Davidson Arlington MA