Greenpeace Essay

Greenpeace Essay-90
While traditional guerilla marketing campaigns aimed at selling products focus on the element of surprise and unconventional techniques, Greenpeace’s campaign style could be more closely compared to guerilla warfare, composed of a series of ambushes and sabotages (Creative Guerrilla Marketing, 2015). For example, a band of Greenpeace activists descended on a LEGO factory in the Czech Republic and decorated it with a Shell logo and an oil spill with giant unhappy minifigures (LEGO characters) cleaning it up. Affective Political Marketing Online: Emotionality in the Youth Sites of Greenpeace and WWF.

While traditional guerilla marketing campaigns aimed at selling products focus on the element of surprise and unconventional techniques, Greenpeace’s campaign style could be more closely compared to guerilla warfare, composed of a series of ambushes and sabotages (Creative Guerrilla Marketing, 2015). For example, a band of Greenpeace activists descended on a LEGO factory in the Czech Republic and decorated it with a Shell logo and an oil spill with giant unhappy minifigures (LEGO characters) cleaning it up. Affective Political Marketing Online: Emotionality in the Youth Sites of Greenpeace and WWF.

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Greenpeace has had environmental issues at the core of its mission since it was founded in 1971, when a small group set sail from Vancouver, Canada to witness nuclear testing (Greenpeace, 2014a).

The campaign is concerned with climate change in general and the shrinking Arctic, but also more specifically with the plans of oil companies to drill in the Arctic. Everything is not awesome about Greenpeace’s assault on Lego.

According to Greenpeace, the harsh conditions and remoteness would mean “an oil spill would be almost impossible to deal with. Throughout the campaign, Greenpeace pointed to LEGO’s mission to “leave a better world for children”: a promise it is not fulfilling by supporting Shell. Greenpeace’s campaign went beyond the rhetoric of securing the environment for our children’s future however; it actively used children in several of its marketing stunts. Greenpeace previously used this knowledge in a successful campaign called ‘Stop Esso’ that impacted the social credibility of Exxon Mobil (Esso) and caused negative consumer perceptions about the company in regard to the issue of climate change (Gueterbock, 2004). However, in its most recent ‘Save the Arctic’ campaign, Greenpeace tried another new tactic by targeting the toy company LEGO. Later, activists appeared outside LEGO’s headquarters in Denmark with a series of giant bricks representing the signatures of petitioners to stop the partnership between LEGO and Shell. International Journal of Learning and Media, 2(1), pp.39-54. Comment on Greenpeace campaign and the LEGO® brand. Greenpeace’s global reach and local bands of enthusiastic demonstrators allow it to run campaigns multinational companies can only dream of; they can produce targeted marketing stunts quickly and a little cost. A related tactic used in the campaign is viral marketing. Again, aimed at creating buzz with lower cost, viral marketing is “an Internet-based ‘word-of-mouth’ marketing technique” (Woerndl et al., 2008). LEGO has had a partnership with Shell since the 1960s that saw LEGO toy sets branded with the Shell logo distributed from Shell petrol stations in several countries. Instead of targeting Shell for its plans to drill in the Arctic, Greenpeace targeted LEGO for its partnership with Shell.

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