The Sunny Co Clothing Marketing Campaign meme originated in May 2017 when a swimwear brand promised a free 'Pamela' red swimsuit to anyone who reposted their promotional photo on Instagram. The post went viral beyond the brand's control, leading to millions of reposts and an eventual logistics nightmare for the company. The meme captures the absurdity of internet herd behavior and the chaos of a viral marketing campaign gone wrong. It is typically used to mock people who jump on social media bandwagons or to highlight situations where a 'free' offer seems too good to be true, resulting in a flooded feed of identical images.