Synergy, one of leaders of the Russian vodka market, will feature famous actor Sylvester Stallone in a commercial for $1 million. This is how the company plans to implement a record budget allotted to an advertising campaign.
      
      Last year Synergy raised $190 million thanks to filing IPO of 19% of shares. About $80 million the company used to acquire vodka brand “Myagkov”. Now Synergy plans to spend $70 million on promoting its alcohol brands.
      
      Sylvester Stallone is tasked to advertise vodka Russkiy Liod (Russian ice), presently accounting for 0.5% of the Russian market. Nevertheless, this brand is regarded as a top one by the company.
      
      The advertising campaign will make play with Stallone’s Russian origin – his great-grand mom was born in Odessa.
      
      The Russian law bans advertising high alcohol drinks on federal TV channels; therefore, the commercial will be broadcasted on cable and sky TV only.
      
      source:
      Russian Business