“Don’t Buy This Jacket” — Patagonia’s Daring Campaign
<p>In the 2011 Black Friday edition of The New York Times, Patagonia published an audacious full-page ad telling viewers not to buy their jacket. Below the jacket’s image was a message detailing why customers shouldn’t buy the product. Among the listed factors are the 36 gallons of water required to produce the jacket (enough to fill the daily needs of 45 people), the 20 pounds of carbon dioxide emitted (24 times the weight of the jacket), and the amount of waste produced (two-thirds of its weight in waste). Though the ad wasn’t successful in its intended purpose — sales rose 30% following the campaign — it did raise awareness of an increasingly pressing problem.</p>
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