Brand Communications Shift - LEGO

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Brand Communications Shift - LEGO

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Themes

LEGO, LEGO brand messaging, inclusive marketing, gender stereotype, empowerment through play, creativity development, imagination building, social responsibility, children's empowerment, playtime, creative problem-solving, brand positioning, social impact, values-driven marketing, International Women's Day, What it is is beautiful campaign, LEGO relaunch, modern marketing twist, product-focused strategy, personifying LEGO, supportive brand image, joy of play, gender-neutral toys, brand identity, marketing for social good, advertisement, communication policy

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Abstract
Extract

Abstract

Like other brands, LEGO's communication style has changed significantly over the years, by moving from a product-focused strategy to a broader, more inclusive and global brand message.

Extract

[...] The message was much more about personifying LEGO and releasing a clear communication on how it wants to be perceived: a brand that is supportive of all children and cares about correctly raising the future generations. The message was no longer just about play; it was about empowerment and inclusion, aiming to break down barriers and create a more inclusive environment for all children, showing that LEGO is a tool for anyone, regardless of gender. In short, LEGO's communications have shifted from product-focused to taking social positions and values relating to inclusion and global impact, aiming to empower and to inspire people worldwide. [...]

[...] This ad was simple and pointed directly to the joy and pleasure of play. In 2021, LEGO relaunched this same "What it is is beautiful" campaign, which allows us to recognise a shift away from simply advertising the product, but this time with a more modern twist. LEGO used this campaign for International Women's Day to challenge gender stereotypes by encouraging little girls to engage with LEGO. Instead of just focusing on LEGO bricks, the new campaign highlighted the importance of playtime, specifically building, for girls to think creatively and solve problems. [...]

[...] Brand Communications Shift - LEGO LEGO communications shift Instructions Part Brand communications shift: Every brand assigned has had a change in the way they communicate/perceive themselves/want to be perceived in their history. Find and analyze 2 examples of their comms: one of their old way of communicating, one of their new way. Compare & contrast. Like other brands, LEGO's communication style has changed significantly over the years, by moving from a product-focused strategy to a broader, more inclusive and global brand message. In the past, the advertisements were mainly about showcasing the product itself (the LEGO bricks) and how they could be used to create various structures. [...]

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