Mercedes-Benz The Avantgarde Diaries

Digital interview magazine and international event series

To access new, progressive target groups for the Mercedes-Benz brand, K-MB created the “THE AVANT/GARDE DIARIES“ and related event series. This notion of associating the pioneer of automotive construction with pioneers of contemporary zeitgeist catapulted the brand back to the apex of the modern luxury movement.

Based in New York and drawing on an international editorial network, the magazine produced weekly short films and portraits of creative trailblazers – a survey of the global avant-garde.

The related event series, stopping at international metropolises from Taipei to Los Angeles, threw a spotlight on the personal interpretation of avant-garde by a changing roster of renowned curators.

K-MB took care of the creative concept, editing, and production of the digital magazine, the associated PR activation, and social media channels, the actual event planning and realization as well as the selection and address of opinion leaders and curators.


Pointy Snout Caviar

Brand positioning and activation

“From the czars of St. Petersburg to the bars of Williamsburg” – that’s the short version of an exceptional caviar story. Targeting a modern audience, Pointy Snout easily stands out in this stuffy industry. By introducing the brand through opinion leader events and clever positioning in selected bars and shops, Pointy Snout’s caviar quickly became a new status symbol among New York City’s creative class.

K-MB handles the brand’s corporate identity, brand positioning, sales strategy, and advocate program strategy.



Absolut Abroad – opinion leader communications

In 2013, Absolut Vodka initiated the world’s first bartender exchange program, Abroad by Absolut International Guest Bartending. Every year, the patron brand of international bar culture invites ten of Europe’s foremost bars to send their most talented bartenders abroad for two weeks, swapping their trusted local counter for a high-proof away experience. Participants spend two weeks in a different city to learn all about local drinking culture, regional ingredients, and the bar’s in-house mixing concept from the head bartender.

Barkeepers have always played a vital role in the Absolut story since it was their support that made the brand an icon. With Absolut Abroad, the Swedish vodka now supports the community in return and extends its thanks to the bartenders.

K-MB took care of the creative concept, planning, and realization of the annual brand events, the selection and address of the opinion leader network, the social media concept and implementation (incl. Facebook page and community management), as well as press office duties like press releases and press photos for Abroad by Absolut.