Sometimes our clients call us up because they are interested in getting their product upfront among young consumers. This is the case with Kas, part of the PepsiCo group. We have worked hand-in-hand with them on their La Larga Marcha campaign where Kas makes a proposition for young groups of people to get together and join in on attending eight important national fiesta scenes. First stop is Iruñea/Pamplona, from the 6th to the 14th of July, for Sanfermin fiestas; afterwards to head for fiestas in Santander, Santiago, Vitoria-Gasteiz, Ribadesella, Donostia, Bilbao, Zaragoza throughout the summer months.

For those of you who don’t know, Kukuxumusu, in fact, started up in 1989 during the Sanfermin fiestas of that year and, since then, our web page at sanfermin.com has become the reference web page for all kinds of information about the annual Sanfermin fiestas. In addition, our blue bull, Mr. Testis, has become a perennial and singular symbol of the fiestas in Pamplona. Furthermore, each year we create an exclusive collection of T-shirt drawings for Sanfermin. So, we like to think we know quite a bit about the partying scene, about running the bulls and about young people enjoying themselves with their mates…and that is why Kas has put their trust in our trademark.

Our collaboration has produced a series of drawings that show groups of friends at each one of the stops along the fiesta route and we have stuck them on different backdrops: the packaging of the Kas cans, on a set of drinking glasses, billboards, on the web page headings, their social network motifs, pins, T-shirts, etc.

But, without any doubt, the most effective object to encapsulate the whole fiesta-going campaign is the fiesta bracelet: we have designed eight bracelets, one for each fiesta stop on the route, and the idea is that the groups of party-goers made a collection of these bracelets as they move from city to city along the fiesta route to show that they have completed the challenge of attending all eight fiesta spots along the La Larga Marcha route. For that reason, Kas has contracted a huge number of bars along the way to hand out the “passport” bracelets for the party-making groups who are “forced” to collect the different bracelets along the route. The TV commercial made for this campaign displays the marketing idea clearly: “Will you join in with your mates on the fiesta route? “ If we are all together, we have all we need”.