UPS is abandoning the slogan "We Love Logistics" in favor of "United Problem Solvers" in a new advertising campaign to highlight its other services.

The message, according to UPS, communicates the company’s problem-solving ability for everyone from small businesses to the largest global firms.

"Our employees solve customer problems by using the best mix of proven analysis methods, innovative technologies and the company's extensive global transportation network. We not only move goods through all aspects of the supply chain, we also help our customers approach their business problems to uncover new top line and bottom line opportunities," Alan Gershenhorn, executive vice president and chief commercial officer, said in a statement.

“We're transforming UPS from a logistics provider to a full-service partner that offers world-class expertise and capabilities that help customers increase revenue, improve cash flow, minimize lead time and reduce cost," he said.

The campaign is debuting in media surrounding the NCAA basketball tournament. The company is the official logistics partner of the NCAA.

The ads will then appear in international markets including, China, Germany, Mexico and the United Kingdom.

"The new United Problem Solvers campaign illustrates how our more than 400,000 employees approach problems with expertise and intense commitment to help customers," Gershenhorn said. "Our essential message is to invite customers to challenge us with their business problems. We are confident that we can offer insights that will help them be more successful."

UPS ranks No. 1 on the Transport Topics Top 100 list of the largest U.S. and Canadian for-hire carriers.