STEIFF: Karl Lagerfeld Bear
That’s what you call a PR coup!
Case: PR Coup & Brand Positioning
Leave a mark
for a benchmark
Producing a limited special edition teddy bear with Karl Lagerfeld is a creative milestone in Steiff’s 130 year-plus history. The fashion designer’s doppelgänger wears black sunglasses from the “Lagerfeld Eyewear” range, accompanied by the kind of white poplin shirt typically worn by the designer, with stand-up collar and trompe l’oeil buttoning. The patina jeans and woollen jacket come from Lagerfeld’s atelier in Paris. Naturally, the fluffy, handcrafted Lagerfeld lookalike has the legendary button in its ear.
The idea of a Steiff mini version of Karl Lagerfeld immediately appealed to him: “I love things like that. I’d already made my image available for an action figure and video games – so why not a teddy bear as well?”
Luxurious Public Relation.
Perfectly packaged, marketed and turned into a success.
Apart from classic PR activities, the PR stunt organised by WERBEWELT comprised a launch event at the high-end Parisian department store Colette, a micro online store, POS fit-out and the packaging for the strictly limited edition Steiff bear, selling for over €1,000.
The result was overwhelming: an incredible amount of worldwide publicity in print, TV and online – even Kanye West blogged about the campaign. And the entire run sold out at the best international fashion houses. A benchmark campaign!
There is nothing better than a successful idea. QED:
Limited Edition - Sold Out
Countries around the world
Mentions in print, online & blog