The first 500 people to use this link will get a 2-month free trial of Skillshare. Learn how to make parallax videos like I do or how to start your own company: http://skl.sh/businesscasual6 Support me on Patreon to get early access to my future videos: https://www.patreon.com/business_casual Join me at BC's subreddit and on social media: Reddit: https://reddit.com/r/businesscasual Facebook: https://www.facebook.com/business.casual.yt Twitter: https://twitter.com/BusinessCasual0 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.