UPS is launching its biggest marketing push since its 2002 "What Can Brown Do for You" campaign.

The campaign, beginning Saturday in the U.S., will include television, print and online advertising, writes Editor & Publisher (via MediaBuyerPlanner). UPS is spending $35 million on the campaign; it spent $20 million in 2002. The interactive ads are being handled by IQ Interactive of Atlanta. The Martin Agency, Richmond, handled the print and television ads.

Though this year marks UPS's 100-year anniversary, the ad campaign is not tied to that but is being done for "business reasons," says Larry Bloomenkranz, VP of brand management, advertising and sponsorships.

"This is a tough business, very competitive," and the company is always working to make the brand more relevant and appealing than "the other guy's," he is quoted as saying.