KAS Champions Carefree Adult Life with 'If You Like It, You Like It' Campaign

Leading Spanish soft drink brand KAS is repositioning itself in the market and creative agency &Rosàs has been chosen to communicate this new positioning. The brand's new aim is to reach a more adult and sophisticated audience - making the citrus soft drink experience an adult one.

&Rosàs response to the new brief was 'If You Like It, You Like It,' a campaign that sees the brand return to TV screens after a 20 year break. For Isahac Oliver, executive creative director of &Rosàs and creative lead for the campaign: “The concept is to present KAS as the perfect accompaniment to that stage of adult life where you just decide to let go and do what you want to do, because you now know what you like.”

Isahac adds: “We all get to that point where you want to be yourself and not just fit in with the crowd and that’s what we’re trying to convey in the campaign.”

The campaign launched on 17 June, produced by Blur and directed by Victor Carrey.