Shell links with Lego for global marketing drive

Shell is launching a global sales promotion and advertising campaign with Lego next year as part of a new policy to exploit the brand values of other brands.

The promotion is on test in Australia this month and will be rolled out globally next year.

Next year’s promotion with Lego involves the use of ten exclusive small box toys and a big Ferrari Lego car carrying a Shell logo. Shell plans to shift between 20 and 40 million units of Lego globally. It will make Shell one of the world’s largest toy distributors.

Lego will partly fund the ad campaign, which will include core global ads adapted to local markets.

This will be Shell’s second global sales promotion. It follows the launch of the 50m Ferrari promotion, which launches this year in Japan during the Japanese Grand Prix and is scheduled for launch in the UK next year. The initiative will be backed by two ads developed by Ogilvy & Mather and J Walter Thompson.

O&M shot the ad called “Journey”, which will support Shell’s lubricant products. One treatment includes the line: “Only one oil contains all the experience, all the knowledge, all the protection, all the passion that comes from racing a Ferrari: Shell Helix.” The other finishes with the endline: “Only one oil has Ferrari in it.”

The other ad called “Refuelling”, by JWT, involves a Shell plane re-fuelling a Ferrari racing car as it speeds along a track in the desert. It features a refuelling line stretching from the plane to the car, which acts as a metaphor for the link between the companies.

Both executions support Shell’s first truly global sales promotion programme, which is expected to reach 1 billion people in over 100 countries.

Cover Story, page 44

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here