# The UPS Store introduces first brand character to support franchises

Character named Blu serves as part of a multi-channel marketing campaign.

- **Source:** [Marketing Dive](https://www.marketingdive.com)
- **Published:** 2026-09-01
- **Topic:** [Marketing](https://brifing.si/c/marketing)
- **Original article:** <https://www.marketingdive.com/news/the-ups-store-enlists-first-brand-character-to-support-franchisees/829215/>
- **On Brifing:** https://brifing.si/s/c1b0f9de-6f59-4dc9-b230-4d2aa2e92767

## Introduction of Blu

The UPS Store has introduced its first brand character, Blu, to support franchise businesses. Blu is designed as a friendly woman wearing a blue UPS polo. This character aims to strengthen the bond between the brand and franchise owners. Blu will be at the center of a multi-year campaign spanning digital, TV, social media, and print channels.

## Campaign Scope

The campaign featuring Blu covers various marketing channels. It aims to reach franchise owners through digital ads, TV spots, social media content, and print materials. The campaign is designed to increase brand awareness and strengthen the franchise network. The multi-channel approach is expected to be more effective in reaching the target audience.

## Importance of Brand Characters

Brand characters like Blu play a critical role in building emotional connections with consumers. The UPS Store aims to provide more personalized support to franchise owners through Blu. The character embodies the brand's values and mission, strengthening communication. Such characters are seen as effective tools for long-term brand loyalty.

## Franchise Support

The UPS Store is enhancing its support for franchise owners with Blu. The character will help franchise businesses communicate better with customers. Blu's campaign aims to strengthen the connection between franchise owners and the brand. This approach could contribute to the growth of the franchise network and increase brand value.

## Multi-Year Strategy

Blu's introduction is part of The UPS Store's multi-year marketing strategy. The campaign aims to provide ongoing support to franchise owners. A long-term approach can increase the adoption and impact of the brand character. The UPS Store plans to strengthen its franchise network and elevate brand value with this strategy.

## Marketing Channels

Blu's campaign will span a wide range of channels, from digital to print. TV ads and social media content will highlight the character's introduction. Print materials will be used in franchise locations to increase local impact. The multi-channel approach aims to enhance the campaign's success in reaching the target audience.

## Brand Identity

Blu is designed as an element that strengthens The UPS Store's brand identity. The character emphasizes the brand's friendly and supportive side. Blu's campaign will make it easier for franchise owners to identify with the brand. Such characters play an important role in maintaining brand identity consistency.

## Long-Term Impact

The UPS Store's Blu character aims to contribute to the long-term success of the franchise network. The character can enhance customer loyalty by increasing brand loyalty. Blu's campaign will help franchise owners grow their businesses. This strategy could help The UPS Store strengthen its position in the industry.

## Sources covering this story

- https://www.marketingdive.com/news/the-ups-store-enlists-first-brand-character-to-support-franchisees/829215/ — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._