Kas (drink)

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History:
– Brand roots traced back to 1870 with La Esperanza beer factory
– Román Knorr Ortiz started El As soda business in the 1920s
– Kas, the first flavored soda in Spain, created in 1956
– Expansion in the 1960s with new products like Kascol and BitterKas
– Sponsored cycling and Spain national football team in 1982 FIFA World Cup

Advertising:
– 24 Horas Kas campaign in the mid-1990s with a catchy jingle
– Chica Kas featured in the campaign
– Kas grapefruit launched in Mexico to compete with Fresca
– Successful adaptation of the campaign in the Mexican market
– Rebranding to Kas Mas in 2006

Other markets:
– Kas popular in southwestern France, often mixed with gin or vodka
– Introduction in the Dominican Republic by Supermercados Iberia
– Attempt to enter the Brazilian market with guarana-derived flavors
– Production ended shortly after launch in Brazil
– Orange, lemon, and apple flavors never available in Brazil

Pepsi acquisition:
– Acquired by Pepsi in 1991
– Extension into diet soft drinks and juices
– Commercialization of Kas products in the Spanish market
– Mirinda brand used for global marketing
– Partnership with Ekaterra for fruit juices

Categories:
– Part of PepsiCo soft drinks
– Belongs to PepsiCo brands
– Associated with Spanish cuisine
– Introduced in 1956
– Categorized as soft drinks

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