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Facts About Kas
Kas is the brand name of soft drink produced by PepsiCo. It is made in grapefruit, orange (yellow), lemon (greenish-yellow), bitter (herbal extracts), 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, fruit-flavored beverages which may be carbonated.
Kas was introduced by Roman Knörr Streiffr in 1956 in Vitoria-Gasteiz, Araba, the capital of the Basque Country, as a local brand used primarily as a mixing drink with alcoholic beverages. 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" (Give Me More) 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 Argentine 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 Brazilian 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 by itself or with acerola, maracuja, and peach. Production ended shortly after launch, and the orange, lemon, and apple flavours were never available in Brazil.
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