Kas

From Wikipedia, the free encyclopedia

Kas is the brand name of soft drink produced by PepsiCo. It comes in grapefruit, orange (yellow), lemon (greenish-yellow), bitter (tonic/orange mix), and apple flavors. Kasfruit juices are also offered in multiple flavors. Kas is available in Spain, Mexico and France

It is part of a beverage area often referred to as the flavor segment, which is comprised of carbonated or non-carbonated fruit-flavored beverages.

Kas originated in Spain in the city of Vitoria-Gasteiz (capital of the Basque Country, Spain) as a local brand used primarily as a mixing drink with alcohol. The brand grew, was acquired by Pepsi-Cola de España and was extended into diet soft drinks and juices.

Kas promotion has included a landmark 24 Horas Kas campaign in the mid-1990s that included a catchy jingle based on the song "Dame Mas" by Alex de la Nuez. The campaign featured the Chica Kas, an attractive woman wearing a broad-brimmed hat and slinky dress, in situations involving cultural taboos and with sexual overtones.

Faced with Coca-Cola's competitive launch of grapefruit-flavored Fresca in 1994, Pepsi-Cola de Mexico launched Kas grapefruit into the Mexican market. The Spanish 24 Horas Kas campaign was adapted to the Mexican market for launch and the Dame Mas song interpreted by the Argentinian pop group "The Sacados" from their album "Alter Nativo" heavily promoted, eventually charting high in the Mexican music market. The launch also included extensive television commercials, radio commercials, billboards and a tasting campaign in bars and clubs to promote Kas as a mixer with Tequila. In 2006 the brand was renamed as Kas Mas.

In France, Kas became popular in the Southwestern part of the country, where it is often mixed with Gin or Vodka.

In Brazil, Pepsi introduced Kas to the local market in the mid-1990s, but pulled out shortly after launch; the drink was not successful there, due to the Brazilians' differing taste for fruit-based drinks.