Kas
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
, and was available in Brazil
and Argentina
during the 1990s.
It is part of a beverage area often referred to as the flavor segment, which comprises carbonated or non-carbonated fruit-flavored beverages.
Created by Roman Knörr Streiffr, Kas originated in Spain in the city of Vitoria-Gasteiz
(capital of the Alava
province, 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 in 1991 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 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 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 the mid-1990s, in order to succeed in the Brazil
ian market, where there are several soft drink brands on the market made from guarana
extract, Kas was introduced in several guarana-derived flavours, which included: guarana itself, guarana with acerola
, guarana with maracuja and guarana with pessego (peach
in Portuguese). Unfortunately, production ended shortly after launch and the orange, lemon and apple flavours were never released in Brazil
.
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
produced by PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
. It comes in grapefruit
Grapefruit
The grapefruit , is a subtropical citrus tree known for its sour fruit, an 18th-century hybrid first bred in Barbados. When found, it was named the "forbidden fruit"; it has also been misidentified with the pomelo or shaddock , one of the parents of this hybrid, the other being sweet orange The...
, orange
Orange (fruit)
An orange—specifically, the sweet orange—is the citrus Citrus × sinensis and its fruit. It is the most commonly grown tree fruit in the world....
(yellow), lemon
Lemon
The lemon is both a small evergreen tree native to Asia, and the tree's ellipsoidal yellow fruit. The fruit is used for culinary and non-culinary purposes throughout the world – primarily for its juice, though the pulp and rind are also used, mainly in cooking and baking...
(greenish-yellow), bitter (tonic/orange mix), and apple
Apple
The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
flavors. Kasfruit juices are also offered in multiple flavors. Kas is available in Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
and France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, and was available in Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
and Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
during the 1990s.
It is part of a beverage area often referred to as the flavor segment, which comprises carbonated or non-carbonated fruit-flavored beverages.
Created by Roman Knörr Streiffr, Kas originated in Spain in the city of Vitoria-Gasteiz
Vitoria-Gasteiz
Vitoria-Gasteiz is the capital city of the province of Álava and of the autonomous community of the Basque Country in northern Spain with a population of 235,661 people. It is the second largest Basque city...
(capital of the Alava
Álava
Álava is a province of Spain and a historical territory of the Basque Country, heir of the ancient Lord of Álava. Its capital city is Vitoria-Gasteiz which is also the capital of the autonomous community...
province, Basque Country
Basque Country (autonomous community)
The Basque Country is an autonomous community of northern Spain. It includes the Basque provinces of Álava, Biscay and Gipuzkoa, also called Historical Territories....
, Spain) as a local brand used primarily as a mixing drink with alcohol. The brand grew, was acquired by Pepsi-Cola de España in 1991 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 a cover of the Steve Miller Band
Steve Miller Band
The Steve Miller Band is an American rock band formed in 1967 in San Francisco, California. The band is managed by Steve Miller on guitar and lead vocals, and is known for a string of mid-1970s hit singles that are staples of the classic rock radio format.-History:In 1965, Steve Miller and...
'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
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
's competitive launch of grapefruit-flavored Fresca
Fresca
Fresca is a citrus diet soft drink made by The Coca-Cola Company. First introduced in the United States in 1966, the drink is now sold throughout the American continent...
in 1994, Pepsi-Cola de Mexico launched Kas grapefruit into the Mexican
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
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
Tequila
Tequila is a spirit made from the blue agave plant, primarily in the area surrounding the city of Tequila, northwest of Guadalajara, and in the highlands of the western Mexican state of Jalisco....
. 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
Gin
Gin is a spirit which derives its predominant flavour from juniper berries . Although several different styles of gin have existed since its origins, it is broadly differentiated into two basic legal categories...
or vodka
Vodka
Vodka , is a distilled beverage. It is composed primarily of water and ethanol with traces of impurities and flavorings. Vodka is made by the distillation of fermented substances such as grains, potatoes, or sometimes fruits....
.
In the mid-1990s, in order to succeed in the Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
ian market, where there are several soft drink brands on the market made from guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
extract, Kas was introduced in several guarana-derived flavours, which included: guarana itself, guarana with acerola
Acerola
Malpighia emarginata is a tropical fruit-bearing shrub or small tree in the family Malpighiaceae. Common names include acerola, Barbados cherry, West Indian cherry and wild crapemyrtle....
, guarana with maracuja and guarana with pessego (peach
Peach
The peach tree is a deciduous tree growing to tall and 6 in. in diameter, belonging to the subfamily Prunoideae of the family Rosaceae. It bears an edible juicy fruit called a peach...
in Portuguese). Unfortunately, production ended shortly after launch and the orange, lemon and apple flavours were never released in Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
.