DHL dispatches its message to USA
DHL has hopes that red and yellow will be as popular a color combination for the holidays as red and green.
The colors for the global shipping giant are part of the new look adopted after its USD1.1 billion acquisition of Airborne last year (the two previously used white and different shades of red).
The new look popped up virtually overnight this summer on 426 warehouses, 2,841 retail store locations, 15,338 drop boxes, 17,000 uniformed personnel, 18,000 vehicles and 275 million pieces of packaging.
“We said we have to paint everything yellow as quickly as we can,” says Dick Metzler, executive vice president marketing of DHL Americas. “We really did fast-track this. It was almost a military operation.”
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