Eleven Elfs Main Picture

Newly arrived Eleven Elfs goes big on PR

‘Sexy’ outerwear brand aims to get people talking

Eleven Elfs is hoping Canadians will give the brand a red-hot reception when the cold weather sets in.

The outerwear brand was launched by Italian designer Manuel Luciano in Europe in 2010 and recently arrived in Canada. To raise awareness, the brand hired Toronto-based The Siren Group to handle a robust PR program, including product publicity and placement, special event sponsorships, national media relations, a social media campaign, an ambassador program and a media tour with Luciano this fall.

“When it comes to [traditional] advertising, we find that there’s so much out there and it’s very hard to stand out and make people notice you,” said Katrin Pettinen, director of sales and merchandising at Eleven Elfs Canada. “Whereas, when people talk about [the product] and have the brand experience… there’s that immediate reaction. Then we feel like the return will be so much better and faster for us.”

Eleven Elfs’ outerwear collection is designed to be “feminine, sexy and colourful,” added Pettinen. “A lot of down [jackets] are parka-style, which are not body flattering, have very little colour and they all seem similar. We believe having European designs and a colourful new brand coming to the Canadian market will be exciting.”

The brand is available in select boutiques in Ontario and Quebec, including Your Choice in Bayview Village, Echo Trends in Collingwood and Popcorn 2 in Thornhill, Ont. The brand will expand to the rest of Canada in time for the spring collection. 

Advertising Articles

On The Move: Additions at Ketchum and Zulu Alpha Kilo

A weekly update of who's headed where in Canadian marketing and communications

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks