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Brandjacking Lego

Report: Malcolm Brabant, Copenhagen, Denmark.October 23, 2014

Greenpeace has been warning companies which forge partnerships with oil company Shell that they risk commercial embarrassment. Greenpeace is in a bullish mood after having used a tactic called brandjacking to convince toymaker Lego to end a 50-year relationship with Shell. Lego, based in Denmark, claims it was unfairly targeted over Shell’s plans to drill for oil in the Arctic.

https://p.dw.com/p/1Day4