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RUSSIA: Synergy signs Stallone for ad campaign

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Russian distiller Synergy has signed a one-year advertising contract with US actor Sylvester Stallone.

The agreement was reached as part of a new advertising campaign in Russia for Synergy's Russky Lyod (Russian Ice) vodka brand, the company said today (18 August).

The campaign will start on 1 September, using Stallone's image in print media, in video clips to be shown on Russian cable and satellite TV channels, on the Internet and in-door advertising.

The slogan for the advertising campaign will be: "There is something Russian in everyone".

Synergy's marketing director, Oleg Yasenov, said: "By inviting one of the most popular movie stars to take part in Russky Lyod advertising campaign, we set a precedent not only for the distilled spirits sector but for the whole Russian advertising market.

"We are confident, that the new campaign will enhance the brand's recognisability and propel it to the top of sub-premium segment".

Financial terms of the contract were not disclosed.

Synergy's vodka portfolio includes Beluga Gold Line and Beluga Classic, Az, Russky Lyod (Russian Ice), Belenkaya (Whitish), Sily Prirody (Powers of Nature), Beloe Ozero (White Lake) and Gosudarev Zakaz (Sovereign's Order).


Sectors: Spirits

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