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43rd video of the Behind the Business Series.
For half a century the USSR was America's greatest rival ...
and yet one American company was able to capture the heart and wallets of the Soviet Union: Pepsi.
Starting with an ambitious exhibition after Khrushchev's rise to power, Pepsi was able to negotiate a strategic trading deal with the USSR: Pepsi would sell their product in exchange for Stolichnaya vodka, which they could sell back home in America.
With trade becoming more lucrative, Pepsi's barter became increasingly ambitious: at one point they traded over a dozen submarines and were in the process of exchanging a fleet of oil tankers, but then the Soviet Union collapsed.
In a frantic scramble to secure their assets, which were now scattered across a dozen countries, Pepsi lost their footing.
Coca Cola, on the other hand, stood poised to overtake their rival.
The fall of the USSR was a great opportunity for them, and over the course of a single decade Coca Cola entered Russia and became the number 1 cola in the country.
Under the kind patronage of Nagabhushanam Peddi, Dan Supernault, Samuel Patterson, James Gallagher, Brett Gmoser & Roman Badalyan.