One of the great features of the card personalisation business we used to run was that banks were able to place their brand alongside an image of something a consumer loved (usually kids and pets).
This positive brand association can be very powerful but it seems the opposite is true too.
Greenpeace suggest that Shell are damaging the Arctic and Lego shouldn't work with them.Lego are trying to distance themselves from the debacle by saying Greenpeace should talk to Shell and not involve them.
One thing is for sure though, the Lego brand does not benefit from this (brilliant) video.
The quote below is from a good article in The Guardian
“Clearly Shell is trying to piggy back on the credibility of other brands. It’s a good PR strategy if you can get away with it. But as we’ve shown, if you can’t get away with it, that social licence is taken away. It does damage them a lot,” he told the Guardian. Knudstorp, CEO of the Lego Group, said in a statement on Thursday: “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 this dispute between Greenpeace and Shell. LEGO: Everything is NOT awesome.