Pepsi conquering the USSR
• How Pepsi conquering USSR
The company, founded more than a century ago in the United States 40 years ago and came to the Soviet Union ...
In our territory Pepsi as the brand name could appear even in the distant 1938, but the talks broke down. You can find themselves - then looked like their logo -
For decades, Soviet citizens (did not go abroad, of course) did not know the taste of the carbonated drink, whereas life without a "cola" people are not represented in the United States.
All this changed during the first in the Soviet Union in the summer of 1959 by the American National Exhibition, when the vice president of PepsiCo, Donald Kendall brought drink party in the USSR and US Vice President Richard Nixon summed Nikita Khrushchev to the stand Pepsi-Cola, offering to try drink taste. Nikita drank a couple of glasses of soda with ill-concealed pleasure. In total during the exhibition Soviet citizens drank more than 3 million cups of Pepsi-Cola.
Despite this apparent success, it took more than ten years before the agreement was reached on the production and sale of Pepsi-Cola in the Soviet Union. The Company entered into a barter transaction in which was the distributor of vodka "Stolichnaya" in the United States in exchange for the supply of concentrate. In 1974 he opened the first Pepsi bottling plant in Novorossiysk. According to the present mass sale of Pepsi began in Moscow in 1979 and was dedicated, of course, the Olympics-80. The unusual bottle shape (conical, 330 ml), an unusual blue-white-red label, created not without the influence of the east "yin-yang" emblems, foreign origin attracted extraordinary, especially children.
But the main competitors at the Olympics, the struggle for a new customer was still the same.
The Soviet food industry for a long time (since the early 70s) issued a drink like Pepsi. It was called "Baikal". The composition includes an extract of his tonic herbs - eleutorakokka, St. John's wort, lemongrass. But the stores, he appeared infrequently, and Pepsi came for the year, as they say, everywhere.
It was promoted and advertising, for example, the "new generation chooses Pepsi". However, the drink and did not manage to displace domestic "Citro", "Lemonade" and so forth. This is evidenced by at least the fact that PepsiCo Company subsequently bought all the rights to produce "Baikal".
In 1986, Pepsi became the sponsor of the Goodwill Games, and in 1988 - placed in the air Soviet television commercials in the history of the first.
Pepsi-cola bottle cost 45 cents (expensive, since, for example, "Pinocchio" was 2-fold less). Glassware took back 10 cents, but sometimes required to unstick the label, which, admittedly, was not so easy ...
They say that the profit from the sale of the drink in the USSR, PepsiCo invested in the purchase of vodka "Stolichnaya" and its subsequent sale in the US market, what had the exclusive right. However, the vodka market had a limit, so the 1989 Pepsi carried out a large deal, buying the Soviet government 17 submarines and several warships. Then the ships were re-sold for scrap. Also as part of the deal several new oil tankers were purchased, which have acquired the Norwegian company Pepsi. Chapter Pepsi jokingly said on this occasion the US presidential advisor on security: "We have to disarm the Soviet Union faster than you."