A historical company back on its home territory. Cycling.
The mission
«KAS, a drinks brand or a cycling team? Both answers are correct.
The assignment was simple for cycling enthusiasts like us. To promote once again the link between KAS, a historic brand, and professional and amateur cycling, creating a common thread that would allow us to reach the end consumer (a family audience in the north of Spain).»
The idea
«After an impasse in which the brand had no relationship with cycling, Up2You was named the winning agency in charge of redefining KAS’s strategic relationship with one of the most practiced sports and with the highest visibility on TV: cycling.
After defining a strategic plan aligned with the brand objectives, we were in charge of negotiating with the main cycling events in Spain and all the subsequent activation of these partnerships.
The creation of the KAS team, with great repercussion in the cycling world, was the common thread of different actions that were carried out throughout the 2021 season.»
Brand Ambassadors
After receiving a brief from the PepsiCo group brand, we set to work on recreating the iconic KAS Team, which once dominated roads worldwide as one of the top cycling teams of its era.
With the goal of featuring well-known faces and achieving strong brand visibility in the Basque Country, KAS, through Spodeal, signed Joseba Beloki, Ibón Zugasti, Beñat Intxausti, and Saleta Castro as brand ambassadors.
The objective was more than achieved, as the new “KAS Team” garnered significant impact both on social media and at the various races sponsored by KAS, where some team members were present (La Vuelta, Tour of the Basque Country, Clásica San Sebastián…).
Client
What we have done
Industry Insights, Benchmarks and best practices, Sports Marketing Strategy, Partnerships negotiation and advisory, Creative concept and storytelling, Activation plan, Implementation, Branded content, Hospitality Management, Digital and SoMe Campaigns.
