When it comes to advertising, apparel manufacturer and retailer Patagonia takes a different approach. The headlines of its popular advertisements feature in big, bold letters “Don’t Buy This Jacket.” Underneath is a photo of a Patagonia jacket made from recycled materials. The copy of the ad describes how much water, carbon dioxide, and waste is expended in manufacturing and transporting the jacket. Patagonia acknowledges that even its eco-conscious products are environmentally damaging. 

Patagonia is not trying to put itself out of business with these types of ads. Rather, it is reinforcing its mission of environmental protection and sustainability. Patagonia uses this type of promotion to cause consumers to think about whether they really need a brand-new product. If the answer is yes, then Patagonia encourages them to purchase products that will last them a long time. This is where its products come in.

Questions for Discussion

1. Describe how Patagonia uses different elements of the promotion mix

2. Why do you think Patagonia tends to use advocacy advertising instead of product advertising

3. How do Patagonia’s marketing promotion activities serve to reinforce its primary mission