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This case study invites students to reflect on the advertising strategy of Back Market, France's and Europe's leading marketplace for refurbished electronic products. Back Market is a purpose-driven brand. As such, sustainable arguments played a significant role in Back Market's advertising strategy, and in the Branding campaigns that ran from 2019 to 2023. But conquering the US market, the company's number 1 priority, raises some important questions: what arguments should be put forward to consumers who seem less sensitive to sustainability-related messages? How can the company gain a foothold in the US without compromising its purpose? Students are invited to take on the new recruit role to the team led by Quentin Vangegucht, Back Market's Global Head of Brand, and help shape the new advertising strategy. To get there, students will have to analyze the expectations of the different segments targeted by the brand, in Europe and the United States, reflect on its positioning, and analyze the brand's past advertising campaigns.