The "Don't Buy This Jacket" campaign by Patagonia is a remarkable and unconventional marketing initiative that took place on Black Friday in 2011. Patagonia, an outdoor clothing and gear company known for its commitment to environmental sustainability and corporate responsibility, launched this campaign to encourage responsible consumption and highlight the environmental impact of consumerism. Here's an overview of the campaign:

1. Timing and Message: Black Friday is one of the biggest shopping days of the year, known for its consumer frenzy and excessive purchasing. Patagonia chose this day to send a clear message against mindless consumerism. The campaign's tagline, "Don't Buy This Jacket," was a direct call to reconsider purchases and their environmental consequences.

2. Transparency: Patagonia provided detailed information about the environmental footprint of the featured jacket, the R2 fleece. This included the amount of water used, CO2 emissions, and waste generated during its production. By being transparent about these impacts, Patagonia aimed to educate consumers about the true cost of their purchases.

3. Alternative Actions: Instead of encouraging immediate purchases, the campaign suggested alternative actions, such as repairing existing clothing, buying used items, or making thoughtful choices. Patagonia even provided a list of repair centers where customers could bring their old Patagonia gear for repairs.

4. Partnership with "1% for the Planet": Patagonia is a member of "1% for the Planet," a global environmental organization. As part of the campaign, the company pledged to donate 100% of its Black Friday sales to grassroots environmental organizations.

5. Impact: The "Don't Buy This Jacket" campaign generated a significant amount of attention and discussion. It sparked conversations about sustainable consumption, corporate responsibility, and the environmental impact of the fashion industry. Patagonia reported a record-breaking $10 million in sales on Black Friday, which they donated to environmental causes.

6. Legacy: This campaign solidified Patagonia's reputation as a socially and environmentally conscious brand. It also demonstrated that a company could take a stand against overconsumption and promote sustainability, even on a day known for rampant consumerism.

In summary, Patagonia's "Don't Buy This Jacket" campaign was a thought-provoking and impactful marketing initiative that challenged the norms of Black Friday consumerism. It urged consumers to think critically about their purchasing decisions and consider the environmental consequences of their choices. The campaign not only raised awareness about sustainability but also demonstrated Patagonia's commitment to its core values and its dedication to supporting environmental causes.