Bitter Kas… From 1966 Until You Like It
Back and Better Than Ever
The Unique and Celebrated Beverage Launches New Image and Campaign
Madrid, June 2015- On the cusp of its 50th anniversary, BITTER KAS is set to adorn Spain’s sunny bar terraces once again with its emblematic red. And take up its natural as the aperitif of choice.
The classic drink was created in 1966 by the Knörr family and Dr. Hausmann, a Barcelona pharmacist and specialist in medicinal plants. It’s back this year with the same unique character as before, but a completely new look – and poised to lead the leisure, day-time beverage market as the country’s preferred aperitif. Made with 21 natural plant extracts, BITTER KAS is a rich sensation for the senses, infused with oriental aromas like cinnamon, sandalwood and nutmeg. These, together with the citric notes of orange and a touch of bitterness from the Gentian root, form part of its secret formula and give it its unique flavour.
BITTER KAS is back and better than ever this summer with a totally refreshed image and packaging. The agency behind its brand redesign is &ROSÀS, who are also responsible for its Sobre Gustas (About Taste) campaign. The campaign focuses on the way our taste buds evolve over time, and invites people put this to the test by trying Bitter KAS. It’s a multiplatform campaign with high coverage and frequency in television, printed and digital press.
Absolute leader in its category since it was first launched, and known for its unique personality, BITTER KAS is familiar to many generations. This 2015 will see it in bars and terraces across Spain, its signature red and unique flavour ready to be enjoyed more than ever.
BITTER KAS is so versatile it can be served with ice, an olive and a twist of orange, or mixed with drinks like gin, vodka, rum or vermouth with delicious and surprising results.
So, if out of all the strange things in the world, you suddenly find yourself liking BITTER KAS, don’t ask why. Fortunately, it’s not something you can choose.
BITTER KAS. From 1966 until you like it.
Advertiser / Client: Pepsico
Project: Bitter Kas
Title: Sobre gustos (About Taste)
Duration: 50”, 30”, 2x 20”
Usage: TV, Online
Product: Bitter Kas
Approved by: Fernando Moraga, Natalia Galdós, Begoña del Pozo
Airing date: 27/05/2015
Creative Director: Tuning
Art Director: Núria Pujol
Copy: Carles Gómez
Accounts management: Juan Badilla / Edu Rojo
Production Direction: Patricia García
Producer: The Production Club
Post-production Producer: Cristina Arisó
Assembly: Alba Oriol
Sound Studio: Deluxe
Music Composition: Trafalgar
Producer: The Production Club
Director: Joana Colomar
Producer: Carlos Vidal-Ribas
DOP: Miquel Prohens
Bitter Kas is an aperitif drink not suitable for all tastes. Controversy surrounds it, because of its peculiar taste. There’s people that loves it, and there’s people that hates it. It doesn’t leave anybody indifferent. And that’s something you can’t choose.
Nobody choose what to like. Neither how nor until when. So you may like Bitter Kas without knowing it or you may never like it, although you really would it. That is how tastes are, so capricious. And sometimes they deserve an opportunity. That’s what this campaign talks about.
PepsiCo products are consumed a billion times a day in more than 200 countries around the world. In 2014 the company generated more than $66 billion in net revenue, thanks to its portfolio of foods and beverages, which include Frito-Lay, Gatorade, Pepsi-Cola, Tropican and Quaker. Pepsico has a wide range of complementary food and beverages, including 22 brands that each generate more than $1 billion in annual retail sales.
At the heart of PepsiCo there is a corporate vision. Responsible Results reflects our aim to deliver firstclass financial performance while creating sustained growth in value for our shareholders. In practice, Reponsible Results means providing a full range of food and beverages for all of our customers and for any occasion: it means finding innovative means to minimize our impact on the environment while reducing operating costs; it means providing a safe and inclusive environment for our employees around the world; and respecting, supporting and investing in the local communities where we operate.
PepsiCo Iberia has operations in Spain and Portugal, producing and selling a broad range of foods and beverage products which include brands like Pepsi, Kas, Gatorage, Lay’s, Matutano, Alvalle and Tropicana among others. The company has two business divisions: Pepsico Foods Iberia and Pepsico Beverages Iberia. Our aim is to invest in the local communities where we operate.
For more information head to www.pepsico.es
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&ROSÀS is an international, independent creative agency based out of Barcelona, Spain. The agency is known for its capacity to differentiate its clients’ brands through the use of extraordinary communication concepts, which create an emotional connection with the consumer – giving brands more tangible value and strengthening their position.
&ROSÀS communicates through human stories and music with great viral impact in digital media. Campaigns such as Mediterraneally for Estrella Damm, Double or Nothing for Voll Damm, The Biggest Sport in the World for Decathlon, and Live True for Dewar’s are examples of this.