Lego will not renew partnership with Shell after Greenpeace campaign
One of the most successful co-promotion campaigns, Shell’s partnership with Lego, has been undone, no thanks to a campaign by environmental activist group Greenpeace. Greenpeace alleges that Shell is ruining the environment with its oil-drilling activities. According to Ian Duff, ‘Artic Campaigner’ at Greenpeace UK, Shell has a “dirty image as an Arctic oil driller.”
Greenpeace used a slow version of Lego’s “Everything is Awesome” theme song while showing Lego minifigures being submerged in black liquid to depict oil pollution.
For his part, Lego president Jørgen Vig Knudstorp said, “ The Greenpeace campaign uses the Lego brand to target Shell. As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell. The Lego brand, and everyone who enjoys creative play, should never have become part of Greenpeace’s dispute with Shell.”
Lego says that they will honor the long-term co-promotion contract with Shell that started in 2011, but will not renew the contract when it ends, without specifying when.
While we certainly understand Greenpeace’s objective of protecting the environment, we do not agree with their tactics. What would be next: ask Lego to drop their partnership with Ferrari because Ferrari makes cars that are gas guzzlers? Stop making Lego airplanes because airplanes emit tons of carbon? How about: ban Will Ferrell from future Lego projects because he farts in movies?
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