Brief
The launch campaign for Whitbread’s spirit-based fruit drink, called Source, breaks on July 13. The 1.5m campaign, through Mother, uses the strapline ‘94.7% Good’. The slapstick campaign features two Swedish babes being chased and eventually detained, by the police. The drink has been developed to attract women. Kathryn McNamara, new product development brand manager at Whitbread, says: ‘The girls are metaphors for the Source brand: seemingly wholesome and good, but with a dash of wickedness.’
