Greenpeace hails Lego U-turn - DecisionMarketing

Greenpeace has hailed the power of its marketing after Lego finally agreed to ditch its 60-year partnership with Shell following a sustained campaign which gathered more than a million signatures.
Greenpeace’s three-month campaign included online videos depicting Lego figures being swallowed up by oil and a protest by kids outside the Lego HQ in London.
The video, “Lego: everything is NOT awesome”, has had nearly 6 million views on YouTube, despite Lego’s justification that the deal “puts more of its bricks in the hands of more children”. Lego sold Shell branded toys from the Sixties until the Nineties and signed a two-year $116m deal in 2012 to sell Shell Lego toys at petrol stations in 26 countries.
Ian Duff, Arctic campaigner at Greenpeace, said: “This is a major blow to Shell. It desperately needs partners like Lego to help give it respectability and repair the major brand damage it suffered after its last Arctic misadventure. Lego’s withdrawal from a 50 year relationship with Shell clearly shows that strategy will not work.”
Lego is the latest in a line of leading global companies to walk away from a relationship with the fossil fuel industry. In late 2012, Waitrose announced it has put its partnership with Shell on ice and in the last month Microsoft, Google and Facebook all made commitments to end their support for ALEC, a controversial lobby group that campaigns against climate change legislation.
In the past two years, a massive global movement has emerged calling for a sanctuary around the North Pole, to protect the Arctic and its unique wildlife from the onslaught of oil drilling and industrial fishing. More than six million people have joined the movement, and more than 1,000 influential people have signed an Arctic Declaration, including Archbishop Desmond Tutu, Emma Thompson and Sir Paul McCartney.

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