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DHL «Yellow is the New Yellow»

THE IDEA

DHL has been delivering parcels to Switzerland since 1978. But only now is it possible to ship within the country, thanks to the newly founded DHL Parcel (Switzerland) AG.

Serviceplan Suisse heralded DHL’s new offer to the Swiss market with a campaign that positioned the brand as the faster, simpler alternative to its visually similar main rival. A teaser campaign boldly declared ‘yellow is the new yellow’ - a sly nod towards the two brands’ matching colors. The ensuing headline campaign built on DHL’s service advantages over its competitor: with DHL’s longer opening hours and Saturday services, “20:00 is the new 17:00” and “Tomorrow is the new day after tomorrow”. Through a simple headline campaign, we solved a brand differentiation issue and put gave our audience every reason they needed to ship with DHL.

Info

Client
DHL Parcel (Switzerland)

Branch
Service

Category
Campaign