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The Drum editorial team's brand of the decade: Patagonia

on Dec 27, 2019 | 0 comments

By The Drum

Patagonia Don't buy this jacket

It may appear unusual to give our brand of the decade honor to one that seldom advertises – at least not in the conventional sense, anyway. But then very little about our winner of this accolade, Patagonia, conforms to marketing orthodoxy.

Of the handful of ads the outdoor clothing company ran in the 2010s, its most memorable was a one-off black-and-white placement, printed in The New York Times, showing its signature fleece under the headline ‘Don’t buy this jacket’. Published on Black Friday 2011, this piece of ‘anti-marketing’, as it was dubbed, spelled out vividly the environmental cost of manufacturing the Read full story ›

Source: The Drum