![Karl Lagerfeld mit einem Steiff Tier auf dem Schoß für Steiff PR-Coup und Brand Positioning](https://www.mdct.ag/wp-content/uploads/2019/08/Steiff_Titelbild_quer.png)
![Karl Lagerfeld mit einem Steiff Tier auf dem Schoß für Steiff PR-Coup und Brand Positioning](https://www.mdct.ag/wp-content/uploads/2019/08/Steiff_Titelbild_hoch.png)
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!
![Steiff Tier in Kooperation mit Karl Lagerfeld für Steiff PR-Coup und Brand Positioning](https://www.mdct.ag/wp-content/uploads/2019/08/Steiff_Fullimage_2-scaled.jpg)
Facts
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2.500
Pcs. (Limited Edition) — Sold Out
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24
countries worldwide
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3.500
Clippings Print, Online & Blog
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4.5 million
Contacts worldwide
![Bilder Collage vom Launch des Karl Lagerfeld Steiff Tieres für Steiff PR-Coup und Brand Positioning](https://www.mdct.ag/wp-content/uploads/2019/08/Steiff_Fullimage_1-scaled.jpg)
The coolest thing I’ve ever seen