Word: pepsico
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Dates: during 1980-1989
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...anyone can change frugal comrades into free-spending Western-style consumers, Michael Jackson can. Or at least PepsiCo seems to think so. Last week the performer pirouetted his way onto Soviet TV in Pepsi commercials featuring slogans like "The new generation chooses Pepsi" that were superimposed in Russian. The ads, along with commercials for Visa credit cards and Sony TV sets, appeared in a series of talk shows with Soviet Commentator Vladimir Posner as host. He interviewed Americans in Seattle on subjects ranging from sex to presidential politics. The ads marked the first time that companies have been allowed...
...advertisers were recruited by Global American Television, a small company based in Colrain, Mass., and co-producer of several public affairs programs that have appeared on both U.S. and Soviet TV. Global American arranged for PepsiCo, Visa and Sony to buy ten minutes on Posner's shows for $20,000 a minute, in contrast with up to $800,000 a minute that advertisers pay for prime time on U.S. networks. Still, said Posner, "we can make some money out of this...
...inhibited by an American law that withholds favorable trading status from certain countries practicing repressive emigration policies. Result: the Soviets have turned to West Germany, Japan and other industrial partners for investment capital and production expertise. Says Donald Kendall, chairman of the executive committee at PepsiCo, which operates 25 bottling plants in the Soviet Union: "They found that we're not the only fountain of knowledge." Since 1972, Soviet trade with the West has surged from $7 billion to $41 billion. But American companies accounted for only $2 billion of that business last year, and more than half...
Some American companies have found ways around the currency problem. PepsiCo, which plans to build two Pizza Hut shops in Moscow later this year, will accept rubles at one outlet and collect foreign currencies at another one, in a tourist neighborhood. Occidental, on the other hand, will export 25% of the plastics produced in its Soviet factories for sale in Western Europe and other markets...
...mushrooms. The South African Black Taxi Association, for example, has increased its + membership fivefold, to 45,000, since 1983 and last year made an abortive $75 million bid to take over the country's largest white-owned bus company. Last month the black-owned Soweto Investment Trust Co. acquired PepsiCo's independent South African subsidiary for $2 million...