Patagonia's "Don't Buy This Jacket" Campaign
This remains one of the most iconic examples of Reverse Marketing. On Black Friday, when every other brand was luring customers with discounts, Patagonia published a bold full-page ad asking its customers to NOT buy its products. By asking them to reconsider their purchasing decisions to save the planet, a cause the company is deeply committed to (Patagonia has always pledged 10% of its profits to environmental initiatives). This approach drew more customers towards the brand, appreciating its honesty and commitment to sustainability.
Surprisingly, or not surprisingly, Sales rose 30% following the campaign.
Reverse marketing is when companies position themselves in such a way that customers reach out to them , rather than the companies pursuing the customers. It often involves countering traditional marketing logic, with strategies that might, at first glance, seem counterintuitive.
Swiss Watchmakers: The Luxury of Exclusivity
Swiss luxury watchmakers like Rolex and Patek Philippe intentionally produce fewer watches than the market demand. By limiting the availability, they create a sense of scarcity and exclusivity. You can't just walk into any store and buy certain Rolex models; there's usually a long waiting list for months, sometimes years. This ensures that the demand is always ahead of the supply, making their timepieces more desirable.
Unlike most brands, Rolex and Patek Philippe never discount their products. This not only maintains the value of the watch but also reinforces the brand's premium positioning. By not offering discounts, they ensure that customers seek them out based on the brand's inherent value.
While both brands do advertise, their campaigns are typically understated and focus on legacy, craftsmanship, and timelessness rather than pushing the product's features. Patek Philippe's tagline, "You never actually own a Patek Philippe. You merely look after it for the next generation" emphasizes the enduring value and heritage of the brand, rather than a hard sell.