[1][2] On 21 February 2011, Eivind Kolding revealed that Maersk Line had just signed a deal with Korea's Daewoo Shipbuilding & Marine Engineering Co., ordering 10 gigantic vessels to be delivered in 2013–14.

A website following the making of the vessels was also launched for the occasion, and the news caught worldwide media attention.

In June 2011 Maersk Line exercised its option with Daewoo to build an additional 10 Triple-E vessels.

[5] On 7 June 2011 Eivind Kolding addressed the container shipping and logistics industry as the keynote speaker at the TOC conference in Antwerp, Belgium.

[7] On the occasion, Eivind Kolding presented a manifesto named "The new normal" with more detailed information about the thoughts and studies behind his call for change.

Eivind Kolding's call for change was well received by both media and shippers around the globe and led to both intense and constructive discussions at the website launched for the occasion.

On 12 September 2011 Eivind Kolding yet again took center stage when he revealed a new product offering by Maersk Line at a press conference in London.