Did you know that back in the 1980s, PepsiCo had signed a bizarre deal with the Soviet Union to sell its drink in exchange for their submarines?

Hello, Brand Lovers!

In 1972, PepsiCo successfully negotiated a cola monopoly with the USSR and in exchange for its soft drink, instead of traditional currency, the company received a special alcoholic beverage called Stolichnaya vodka, which became an instant hit in the USA.

But, in the 1980s, due to the American boycott of Soviet products, PepsiCo had to look for something else to exchange.

This led to a remarkable deal in 1989 with the Soviet Union where, in exchange for its fizzy drink, the company received 17 old submarines and 3 Soviet warships, which it eventually sold for scrap.

For a much deeper breakdown, do check out the full video on my YouTube channel.

#pepsi #brandstrategy #businesssuccess #branding #brandzpree

свернуть