Kas
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2008-07-17T04:36:22Z
Bicko2008
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[[Image:Fond 800x600 03.jpg|right|200px]]'''Kas''' is the brand name of [[soft drink]] produced by [[PepsiCo]]. It comes in [[grapefruit]], [[orange (fruit)|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 (autonomous community)|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-[[1990]]s that included a catchy jingle based on the song "Dame Mas" by [[Alex de la Nuez]]a cover of the Steve Miller Band´s song Give It Up from 1982 album Abracadabra. 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 [[Mexico|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.
[[Category:PepsiCo brands]]
[[Category:Spanish cuisine]]
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