Word: pepsis
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...drink of cold Pepsi-Cola will create a good mood and will refresh...
That slogan would not fly on Madison Avenue, but it is proving persuasive enough in Pepsi-Cola's newest market: the Soviet Union. Since 1974, when cases of Pepsi began rolling out of a new plant in the Black Sea port city of Novorossisk, sales have grown to 50 million bottles in 1976 and may climb another 20% this year. Pepsi's venture has set a pattern for future deals in the just stirring market for Western consumer goods in Russia...
...Pepsi's Soviet foray began with the 1959 Moscow trade fair, at which then Vice President Richard Nixon had his celebrated "kitchen debate" with Nikita Khrushchev. Donald M. Kendall, then head of Pepsi's international operations, persuaded Nixon to steer Khrushchev to the Pepsi kiosk, where the Soviet Premier downed eight bottles of Pepsi. When ordinary Russians also showed a thirst for the cola drink...
...Russians wanted a straight barter deal. The company agreed to furnish them with the essentials for making Pepsi, including bottling equipment from West Germany, over a five-year period (the Russians make their own bottles and handle all distribution). In return, Pepsi got the rights to sell Russian wine and vodka in the U.S. The arrangement boils down to this: the more Soviet booze Pepsi can market in the U.S., the more Pepsi concentrate (and new equipment) the Soviets...
...behind certainly speaks volumes, but no more than an ad for No Nonsense panty hose. Or maybe Diet Pepsi and "the shape that girl-watchers watch." Forty-five years ago Welles made two films that set a twenty-year peace for cinematic experiment. Now he's cribbing from underwear commercials...