Synergy signs advertising contract with Silvester Stallone

Synergy, Co. announces signing of one year advertising contract with the Hollywood superstar – Silvester Stallone. The agreement was reached in the framework of new advertising campaign of one of the Company’s leading federal brands – “Russky Lyod” (“Russian Ice”). Financial part of the contract is not disclosed.

“Russky Lyod” campaign will start on 1^st September 2008, using Mr. Stallone’s image in print media (more than 50 federal and regional ones), as well as in video clip to be shown on 5-6 Russian largest cable and satellite TV channels, in the Internet and in-door advertising. Photo session and shooting should be over by the end of August in Los-Angeles (USA). Rights to use Mr. Stallone’s image was acquired for Russia and CIS.

Creative concept and new slogan of advertising campaign – “there is something Russian in everyone” were developed by BBDO Agency (Russia) specially for the brand. The main concept basis became Russian roots of the actor.

The main goal of the coming advertising campaign is brand re-positioning, based on the traditional patriotic principal, reflected in the new contemporary sense.

Brand “Russky Lyod” exists from 2005. Starting from 2007 the brand is actively supported by media advertising. As it is expected “Russky Lyod” will enter brand-millionaires club in 2008 (sales not less than 1 mln. cases per year).

Synergy’s Marketing Director, Oleg Yasenov, noted: “By inviting one of the most popular movie stars, such as Silvester Stallone, 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 brand’s recognizability and propel it to the top of sub-premium segment”.