Which pioneering advertising technique did Patagonia use in 2011 that contradicted traditional retail promotion strategies but strengthened their environmental brand identity?

The natural products industry has undergone significant changes in how companies communicate their environmental commitments to consumers. Marketing strategies have evolved from simple green labels to comprehensive sustainability stories. Test your knowledge about how natural product brands have innovated in their advertising approaches to highlight their connection to the natural world while distinguishing themselves in an increasingly competitive marketplace.

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Their 'Don't Buy This Jacket' Black Friday campaign that urged consumers to consider the environmental impact before purchasing
Their 'One Purchase, One Tree' campaign that promised to plant trees based on sales volume
Their 'Transparent Supply Chain' initiative that displayed carbon footprint information on product tags
Their 'Earth Tax' program that added a 1% surcharge on all products to fund environmental nonprofits