RPS

Full-page Ad

Being the underdog to goliath UPS, RPS had considerably lower awareness and a much smaller advertising budget. To become competitive, advertising was created that compared RPS directly to UPS with thought-provoking messaging that directly compared the two. The RPS truck and a contractor holding a package was used as the main visual to increase awareness for the brand and immediately identify RPS as a small-package ground carrier. In addition, white is used as the dominate color to further distinguish it from the dark brown of UPS.