PR Coup & Brand Positioning for STEIFF

STEIFF, a tradition-conscious German company, wanted to reposition its brand, reach out to new target groups, distinguish itself on a creative level and present its high quality products in a fresh way.

Signing up German fashion designer Karl Lagerfeld to produce a special limited edition teddy bear stood out as a creative milestone in the 130-year history of STEIFF. Every detail of the fluffy lookalike resembled the original as closely as possible – and it was handmade, of course. In due course we devised a superlative PR stunt, combining classic public relations measures with a launch event at Colette (the trendy concept store in Paris), a micro online store, PoS equipment and packaging for the strictly limited Steiff bears priced at over €1,000. Global announcements in print, TV and online even gained an accolade on the blogging scene, with Kanye West writing up the promotion. A dream come true!