When a brand partnership turns toxic

Greenpeace got Lego to stop making Shell-branded toys. What can other brands learn about testing the current of public sentiment?

by Ian Griggs, PRWeek
Lego has stopped pumping out Shell-branded toys.
Lego has stopped pumping out Shell-branded toys.

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register here or sign in below if you already have an account.

Sign in

Register

  • Limited free articles a month
  • Free email bulletins

Register Now

Become a member

From $116 a year

  • Full access to campaignlive.com
  • Exclusive event discounts
  • Plus lots more...

Choose a package

Need to activate  your membership?