Channel 4 in Vodka Source deal

Vodka Source, the Whitbread Beer Company spirit brand, has signed a deal with Channel 4 to sponsor Slave, the late-night fashion series.

Vodka Source, the Whitbread Beer Company spirit brand, has signed a

deal with Channel 4 to sponsor Slave, the late-night fashion series.



The sponsorship deal was negotiated on behalf of Whitbread by Tracey

Darwen, head of development at Starcom Motive, and Mel Briggs,

sponsorship account manager at Channel 4.



This is Vodka Source’s first TV sponsorship.



All sponsorship credits were produced by the creative agency Mother and

take the form of a light-hearted Swedish fashion sketch featuring tennis

outfits, a cruise wardrobe and an eveningwear collection.



The images will appear before, during and after the advertisement

breaks. Briggs said: ’The sponsorship creative is a series of highly

stylised shots where all the models are naked - except for some

strategically placed fashion items that keep things tasteful.’



Eleanor Hughes, marketing manager at Vodka Source, commented: ’Slave

gives a fresh and innovative insight into the fashion industry,

attracting style conscious, young viewers. The show reflects and

complements all the values of Vodka Source and is the perfect

sponsorship vehicle for our needs.’



Briggs said: ’Channel 4 achieved outstanding ratings for the launch

series of Slave and we are looking forward to a successful second

series. It also extends our relationship with Whitbread.’



Darwen enthused: ’Fashion is extremely relevant to Vodka Source’s core

consumers. Slave and Channel 4 offered a unique environment that takes

advantage of this association.’



Slave is into its second series. It airs at 11.30pm and will run for

eight weeks.