The world press publicized about a breakthrough about an international cooperation. In the year 1973, the Pepsi/Soviet counter trade agreement was introduced and it was revolutionary because it was the first time, any product of the United States entered a Soviet market. It is through this activity American products got exposure in the Soviet market. Pepsi and the Soviet entered into a counter trade agreement. The trade agreement stated that Pepsi can sell the products in the Soviet market only when Soviet can sell vodka in America.