In the summer of 1959, foreign newspapers published a photograph of Soviet leader Nikita Khrushchev tasting Pepsi. Underneath it, it read: "Khrushchev wants to be more sociable. Be more sociable. Pepsi will help." PepsiCo got an advertisement one could only dream of. The combination of the company's slogan and the photo had a magical effect: sales began to skyrocket. And all thanks to a successfully taken photo at the American National Exhibition in Moscow's Sokolniki Park, showcasing the industrial achievements of the US. Cars and computers, clothing and food products, kitchen appliances, Disney cartoons, and Jackson Pollock's paintings - what was not there at the exhibition! Its products were also showcased at Sokolniki by PepsiCo, determined to take advantage of the absence of its main competitor - Coca-Cola. Thus, the company aimed to enter a new market - the USSR. Due to the revolution in Cuba, PepsiCo could not use sugar cane plantations and gradually lost ground. Coca-Cola already surpassed it in sales volume by five times. The tour of the exhibition for Nikita Khrushchev was conducted by US Vice President Richard Nixon. Unnoticed, they arrived at the PepsiCo booth, where the Soviet leader was invited to try two variants of the drink - one with American water and one with Soviet water. The clever move worked: Khrushchev happily tasted Pepsi from both cups, predictably stating that the drink tasted better with Soviet water. And overnight, his photograph circled the world. In the two months of the exhibition, over three million cups of Pepsi were consumed at the company's booth. And in 1974, PepsiCo opened its first factory in the Soviet Union.