'Don't Buy This Jacket' A marketing campaign by Patagonia for MRK 634

1. A
Campaign
by
By: Geoffrey Aquino

2. About
Patagonia…
Founded byYvonChouinard
“We’re in business to save our home planet”
• Focuses on outdoor apparel
• Privately held company
• Considers itself as an ‘activist company’
• Participates in various movements that help preserve
environments around the globe
• Commits 1% of its annual net revenue to organizations
that help contribute to the sustainability and safekeeping
of the environment
• Majority of its materials are from renewable and recycled
sources
• Provides living wages to its workers in its production
facilities

3. Patagonia
released this ad
on Black Friday
in the New York
Times…
It was Patagonia’s strategy to address the
issue of consumerism.They admit that
with every piece of clothing they produce,
does some sort of environmental damage
from the earth that cannot be replaced.
They wanted consumers to see this ad and
make them think twice before making
purchases. If there is a need, they want to
make sure that product is thoughtfully
produced.This ad aligns with their work
and purpose for environmental change.
Why would they tell consumers to
refrain them from buying their own
product ? ON BLACK FRIDAY ?
The Objective:
Patagonia would donate 100% of its Black Friday
sales ($10m) to organizations the help protect
and preserve the environment.

4. A Cl ser Look…
The ad also promotes its
Common Threads Initiative.
It tells what Patagonia does
as a business and what you,
the consumer, will be a part
of if you choose to buy their
products.

5. Viewpoint
I believe businesses in the apparel
industry should join the initiative of being
in business to help save our planet.
Climate Change is becoming a bigger issue
every year and if businesses don’t change
their methods, it will do damage internally
and externally. Patagonia does a superb
job of bringing a cliché topic into a
popular and purposeful movement.
As for consumers, we need to start
shifting our focus on the Climate Change
topic. That means we need to start
thinking twice and ask more important
questions before consuming a product.
Businesses and organizations are playing
their part and we need to do ours.