{"id":386,"date":"2018-01-17T15:21:23","date_gmt":"2018-01-17T14:21:23","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=386"},"modified":"2018-01-17T15:21:23","modified_gmt":"2018-01-17T14:21:23","slug":"pozor-s-kym-brandujete-lego-si-spojenim-s-ropou-zavarilo","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/pozor-s-kym-brandujete-lego-si-spojenim-s-ropou-zavarilo\/","title":{"rendered":"Pozor s k\u00fdm brandujete. LEGO si spojen\u00edm s ropou zavarilo"},"content":{"rendered":"<p>Spolo\u010dnos\u0165 Shell pred\u00e1valo LEGO na svojich \u010derpac\u00edch staniciach v\u00a026 krajin\u00e1ch sveta. Z\u00a0LEGO brandu sa sna\u017eila vy\u0165a\u017ei\u0165 jeho pozit\u00edvny imid\u017e a\u00a0pritiahnu\u0165 tak aj rodiny s\u00a0de\u0165mi. LEGO na opl\u00e1tku malo zauj\u00edmav\u00fd odbytov\u00fd kan\u00e1l, ke\u010f\u017ee sa zv\u00e4\u010d\u0161a pred\u00e1vali krabice, ktor\u00e9 st\u00e1li maxim\u00e1lne p\u00e1r desiatok euro a v\u010faka klubov\u00e9mu programu \u010derpacej stanice bolo mo\u017en\u00e9 t\u00fato cenu e\u0161te zn\u00ed\u017ei\u0165.<\/p>\n<p>Greenpeace v\u0161ak pri\u0161lo s\u00a0kampa\u0148ou poukazuj\u00facou na negat\u00edvne prepojenie t\u00fdchto dvoch spolo\u010dnost\u00ed. V\u00a0dvojmin\u00fatovom videu uk\u00e1zali, ako nafta zaplavuje \u013eadov\u00fd LEGO ostrov (Antarkt\u00edda), pri\u010dom cie\u013eom bolo upriami\u0165 pozornos\u0165 na to, ako LEGO formuje n\u00e1zor det\u00ed a\u00a0pr\u00e1ve prepojenie s\u00a0naftovou spolo\u010dnos\u0165ou je zl\u00e1 kombin\u00e1cia. Spolupr\u00e1ca medzi oboma spolo\u010dnos\u0165ami za\u010dala e\u0161te v\u00a060-tych rokoch 20. storo\u010dia. Dohoda v\u00a0prospech LEGO bola vy\u010d\u00edslen\u00e1 na viac ako 68 mili\u00f3nov libier (takmer 77 mili\u00f3nov eur).<\/p>\n<p><iframe loading=\"lazy\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/qhbliUq0_r4?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<p>No viac ako 5,9 mili\u00f3na zhliadnut\u00ed Greenpeace kampane prin\u00fatilo spolo\u010dnos\u0165 LEGO prehodnoti\u0165 svoj n\u00e1zor na spolupr\u00e1cu s ropn\u00fdm gigantom\u00a0a <a href=\"https:\/\/finweb.hnonline.sk\/financie-a-burzy\/510910-lego-nechce-znicit-arktidu-rusi-zmluvu-s-ropnym-gigantom\">zmluvu s nimi neobnovili<\/a>. Aktivisti Greenpeace sa od po\u010diatku svojej \u010dinnosti zameriavaj\u00fa na spolo\u010dnos\u0165 Shell, ktor\u00e1 \u0165a\u017e\u00ed ropu aj na miestach, kde to nie je vhodn\u00e9 a\u00a0ni\u010d\u00ed t\u00fdm tamoj\u0161iu pr\u00edrodu. Ich kampa\u0148 v\u0161ak tentokr\u00e1t vyu\u017eila brand LEGO. Riadite\u013e spolo\u010dnosti LEGO vo svojom vyhl\u00e1sen\u00ed d\u00f4razne povedal, \u017ee ich zna\u010dka sa nikdy nemala dosta\u0165 do deja konfliktu medzi aktivistov a spolo\u010dnos\u0165 Shell. Aj ke\u010f zo za\u010diatku sa stavali k\u00a0celej situ\u00e1cii odmerane a\u00a0odmietali ak\u00fako\u013evek zmenu. Tlak verejnosti ich v\u0161ak v\u00a0priebehu nieko\u013ek\u00fdch dn\u00ed don\u00fatil tento n\u00e1zor prehodnoti\u0165.<\/p>\n<p>Ropa z LEGA von?<\/p>\n<p>V roku 2014, ke\u010f t\u00e1to brand kr\u00edza prepukla, sa v\u00a033 krajin\u00e1ch sveta pred\u00e1valo viac ako 16 mili\u00f3nov LEGO krab\u00edc, ktor\u00e9 obsahovali odkazy na zna\u010dku Shell. Zauj\u00edmav\u00e9 je sa pozrie\u0165 na \u010fal\u0161\u00ed v\u00fdvoj zna\u010dky LEGO a\u00a0jej n\u00e1zor na ropn\u00fd priemysel a\u00a0eco-friendly v\u00fdrobu. M\u00f4\u017ee spor dvoch str\u00e1n prin\u00fati\u0165 prehodnoti\u0165 in\u00fa spolo\u010dnos\u0165 svoj postoj k\u00a0riadeniu vlastnej zna\u010dky? Nasleduj\u00faci rok, v\u00a0roku 2015, ohl\u00e1sila spolo\u010dnos\u0165 LEGO ve\u013ek\u00fa invest\u00edciu vo forme 150 mili\u00f3nov dol\u00e1rov na \u010fal\u0161\u00edch 15 rokov s\u00a0cie\u013eom vytvorenia ekologick\u00fdch LEGO kociek, ktor\u00e9 nahradia tie s\u00fa\u010dasn\u00e9, vyr\u00e1ban\u00e9 z\u00a0ropn\u00fdch produktov.<\/p>\n<p>Treba poveda\u0165, \u017ee spolo\u010dnos\u0165 urobila mnoh\u00e9 kroky u\u017e aj v\u00a0minulosti (zn\u00ed\u017eenie uhl\u00edkovej stopy napr\u00edklad aj formou zn\u00ed\u017eenia ve\u013ekosti bal\u00edkov \u010di invest\u00edci\u00ed do vetern\u00fdch elektr\u00e1rn\u00ed). Ro\u010dne sa vyrob\u00ed viac ako 60 mili\u00e1rd kociek LEGO, av\u0161ak ich v\u00fdroba z\u00a0recyklovan\u00fdch plastov alebo organick\u00e9ho materi\u00e1lu by pomohla zn\u00ed\u017ei\u0165 emisie oxidu uhli\u010dit\u00e9ho a\u017e o\u00a0tri \u0161tvrtiny, \u010do by znamenalo obrovsk\u00fd krok vpred a\u00a0v\u00fdrazn\u00e9 zlep\u0161enie.<\/p>\n<p>D\u00f4le\u017eit\u00fdm faktorom je, aby kocky nestratili na svojej kvalite. U\u017e na prelome rokov 2016 a\u00a02017 v\u00fdskumn\u00e9 centrum vyu\u017e\u00edvalo rastliny a\u00a0recyklovan\u00fd materi\u00e1l pri v\u00fdvoji nov\u00fdch kociek. Prototypy st\u00e1le \u010dak\u00e1 e\u0161te dlh\u00e1 cesta, no je zrejm\u00e9, \u017ee spolo\u010dnos\u0165 LEGO rob\u00ed maximum, aby sa vyhla \u010fal\u0161\u00edm nepr\u00edjemn\u00fdm \u0161kand\u00e1lom.\u00a0 Znova sa potvrdilo pravidlo \u2013 \u201enehovor ak\u00fd chce\u0161 by\u0165, bu\u010f tak\u00fd.\u201c Toto plat\u00ed ako pri zna\u010dke osobnej, korpor\u00e1tnej, \u0161t\u00e1tnej, ale aj pri ka\u017edom m\u00edtingu, spolupr\u00e1ci a\u00a0akejko\u013evek situ\u00e1cii.<\/p>\n<p>Zdroj foto: YouTube\\GreenpeaceVideo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Spolo\u010dnos\u0165 Shell pred\u00e1valo LEGO na svojich \u010derpac\u00edch staniciach v\u00a026 krajin\u00e1ch sveta. Z\u00a0LEGO brandu sa sna\u017eila vy\u0165a\u017ei\u0165 jeho pozit\u00edvny imid\u017e a\u00a0pritiahnu\u0165 tak aj rodiny s\u00a0de\u0165mi. LEGO na opl\u00e1tku malo zauj\u00edmav\u00fd odbytov\u00fd kan\u00e1l, ke\u010f\u017ee sa zv\u00e4\u010d\u0161a pred\u00e1vali krabice, ktor\u00e9 st\u00e1li maxim\u00e1lne p\u00e1r desiatok euro a v\u010faka klubov\u00e9mu programu \u010derpacej stanice bolo mo\u017en\u00e9 t\u00fato cenu e\u0161te zn\u00ed\u017ei\u0165. Greenpeace v\u0161ak pri\u0161lo s\u00a0kampa\u0148ou poukazuj\u00facou na negat\u00edvne prepojenie t\u00fdchto dvoch spolo\u010dnost\u00ed. V\u00a0dvojmin\u00fatovom videu uk\u00e1zali, ako nafta zaplavuje \u013eadov\u00fd LEGO ostrov (Antarkt\u00edda), &hellip; <\/p>\n<div><a href=\"https:\/\/slovaksuperbrands.com\/blog\/pozor-s-kym-brandujete-lego-si-spojenim-s-ropou-zavarilo\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Pozor s k\u00fdm brandujete. LEGO si spojen\u00edm s ropou zavarilo&#8221;<\/span><\/a><\/div>\n","protected":false},"author":26,"featured_media":387,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[89,19,38],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/386"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=386"}],"version-history":[{"count":3,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/386\/revisions"}],"predecessor-version":[{"id":390,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/386\/revisions\/390"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/387"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}