John Sauven, executive director of Greenpeace UK, said the response from the public to its campaign had been extraordinary in terms of scale and -creativity. “It did touch a bit of a raw nerve about the partnership between the two companies that people thought was completely inappropriate – for a toy company like Lego to partner with an oil corporation – which is a sign of changes that are happening [in public attitudes towards fossil fuel companies],” he said.
He added that he hoped the move by Lego would prompt other organisations that work with Shell, such as London’s Science Museum, where Shell sponsors a climate change exhibition, to think twice about their partnerships.
“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.