In the 1890s, the American pharmacist Caleb Bradham, for the purpose of treating stomach diseases, made a rather peculiar drink, Pepsi, or Pepsi, from carbonated water, sugar, vanilla, raw oil, pepsin, and cola. Pepsi was born 12 years later than Coca-Cola, and its share in the global market is also a little smaller, but in some regions, especially in The Canadian province of Quebec, and Eastern Europe represented by the Soviet Union, Pepsi Isle is dominant.
In order to occupy more customers and market share, The first Coca-Cola has been suppressing Pepsi, and during World War II, Coca-Cola was once endorsed by Hitler, in the streets and alleys of newspapers and magazines, but wherever Hitler appeared, there will be a shadow of Coca-Cola.
As a result, Coca-Cola successfully entered the German army and expanded 60 production lines in Europe, setting a sales miracle of 10 billion bottles. Pepsi, by contrast, was on the verge of bankruptcy, both in price and popularity.
Of course, Coca-Cola will not forget the big cake of the Soviet Union, and after the great victory of Western Europe, it tried to enter the Soviet market. As with the previous promotion method, Coca-Cola took the lead in targeting Soviet Marshal Zhukov, and if he nodded, the day of "breaking" the Soviet army would not be far away.
Unsurprisingly, After trying it, Zhukov quickly fell in love with the taste. In order to drink a cola, he risked being exiled to Siberia by Stalin, and contacted U.S. President Truman through his old comrade-in-arms, General Eisenhower, who ordered the Coca-Cola Company to develop a "white Coke": a Coca-Cola without color, wrapped in clear glass, with a white lid, and marked with a red five-pointed star.
Soon after the success of the development, the Coca-Cola factory in Brussels, Belgium, took over the task, and they produced and secretly transported fifty boxes of Coke to the territory of the Soviet Union, which greatly satisfied Zhukov. However, due to the special background of the times, Coca-Cola did not open the Soviet market, which gave Pepsi An opportunity. In 1959, in order to ease relations between the United States and the Soviet Union and to introduce Soviet products to the international market, Khrushchev proposed that the two sides hold an exposition of their own products on each other's territory.
Therefore, Pepsi Cola, which had long been "premeditated", put a miniature camera on the booth in advance and successfully captured the classic scene of Khrushchev tasting Coke. Not surprisingly, with a big name spokesperson, Pepsi Smoothly opened the Soviet market, and the sales volume was very impressive. But there was a problem, at that time, the Soviet ruble did not participate in international settlement, and foreign exchange could not be used all on Coke, so the Soviet Union and PepsiCo agreed to pay the consideration through "barter".
The two sides signed a "soda-vodka" bundled sales agreement, and Pepsi Cola not only monopolized the Soviet market, but also obtained the exclusive right to operate vodka in the United States. In 1985, however, Gorbachev went on a ban, causing Pepsi's bundling rights to collapse in an instant.
However, even if the agreement was abrogated, the money would still have to be paid, and in May 1989, the Soviet Union delivered 30 ships with top technology, such as 17 submarines, a cruiser, a frigate and a destroyer, to PepsiCo, which became the world's sixth-largest military force. After the collapse of the Soviet Union, PepsiCo's relationship with the former Soviet Union was not recognized, so Coca-Cola took advantage of the void and reoccupied the Eastern European market.