Aker‘s "Nøtteknekker" (or "nutcracker") campaign has been included in a new textbook on reputation building as an example of a succesful attempt at building pride from within an organisation.
Peggy Simcic Brønn and Øyvind Ihlen, two academics working in Norway, have written a book about how organisations build, and in some cases don‘t build, their reputations, and what they could do to improve.
She includes Aker‘s Nøtteknekker campaign, which was first launched in 2005, because it marked a step forward from the traditional product marketing, which has dominated the way corporations communicate in the past.
Ms Simcic Brønn said she jumped for joy the first time she saw the TV advert, because she felt the company was doing the right thing to promote itself.
The book was launched on January 16 and to mark the occasion, the publisher organised a panel debate, which inluded Geir Arne Drangeid, EVP and Senior Partner of Aker ASA and one of the brains behind the campaign.
First published: 16.01.2009