The UPS Store® Introduces Blu: The Brand Character Built to Bring The UPS Store Experience to Life

Blu was created to help small business owners (SBOs) navigate the real-world, relatable challenges of running a business. Launching as an integrated, multi-year national campaign spanning broadcast television, digital, social and print, Blu shows entrepreneurs why local expertise and genuine support matter. This brand character represents the small business resources, one-stop convenience and customer experience across the more than 5,500 The UPS Store® locations nationwide.

“Blu represents everything our customers experience at The UPS Store: knowledgeable support, dedicated care, and a commitment to helping small business owners thrive in their communities,” said Michelle Van Slyke, senior vice president of marketing and sales at The UPS Store, Inc. “Small business owners need a reliable team in their corner. Blu brings that relationship to life in our new marketing work.”

Blu is an uplifting, friendly character, with the ability to break reality and time to instantly help customers with tailored advice and access to any product or service offered at The UPS Store – from packing and shipping to printing, mailbox services, notary* support, document shredding** and more. Blu has a bright and playful energy, elevating everyone around them and igniting the confidence that already exists within SBOs. The character was created through extensive franchisee and customer research and rigorous testing by Doner® Advertising, ensuring Blu authentically reflects the values and experiences small business owners look for.

The majority of The UPS Store locations are locally owned and operated by franchisees. These franchisees are deeply invested in their own local communities and understand their customers’ challenges firsthand, providing personalized solutions as trusted professionals. Blu exists as the embodiment of the brand’s customer service, a culmination of the thousands of franchise owners and store associates committed to supporting SBOs and a representation of the full suite of small business resources all in one convenient location.

With the ability to appear through a portal to help small business owners access the help they need at the moment they need it, Blu aims to provide instant, tailored advice and demonstrate the breadth and depth of services available.

Beginning this week across the Paramount® ecosystem, Blu will be featured alongside professional football player Aidan Hutchinson in new spots created by Paramount Media Labs, Paramount Advertising’s full-service branded content studio. As a professional athlete, philanthropist and a new small business owner after launching his golf brand 4th and Fore, Hutchinson understands firsthand the value of reliable support and strong partnerships.

“Running a business while managing a professional career is a balancing act that requires a first-rate team,” said Hutchinson. “The UPS Store has been that partner for me. Blu represents something I believe in – that small business owners deserve support from people who genuinely care about their success. I'm proud to be part of this campaign.”

The Blu and Aidan integration will span CBS® and Paramount streaming, with additional digital and social content rolling out through early November 2026.

The full national campaign will roll out across broadcast, digital, social media and print channels throughout the coming months.