Brand development and activation

“Tradition with a contemporary twist” – guided by this premise, K-MB developed the branding for premium herbal liqueur Borgmann. From focus group and brand model all the way down to the bottle’s design, designer cooperations, and sales strategy, K-MB laid the cornerstone for a unique, globally successful brand in a shrinking market.

K-MB handled the brand’s corporate identity, including naming, corporate design, digital branding, and brand positioning as well as the development of a website, sales strategy, and advocate program strategy.

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.