DHL PRANKS ITS COMPETITORS INTO ADVERTISING FOR THEM

21 February 2014

Using thermal-activated ink, DHL figured out a clever way to trick their competitors into advertising for them.

DHL hired competing companies like UPS and TNT to deliver large black boxes to public addresses that were particularly difficult to find. The boxes were covered with a temperature-activated ink that appeared black when the boxes were chilled at the time of pickup. As the packages warmed up in the delivery trucks, the black ink faded revealing in large letters boasting that “DHL is faster.”