When Simon Berry volunteered in Africa as an aid worker, he noticed that in developing countries medicines were not readily available, yet bottles of Coca-Cola were. So Berry started the not-for-profit organization ColaLife that utilizes the beverage company’s large distribution channel to deliver essential medicines to remote villages.
Berry’s idea is to utilize the unused space in Coca-Cola crates to to store social products like oral rehydration solution (ORS), zinc supplements, and water purification tablets. The packet was designed by packaging partner PI Global to fit perfectly between the necks of the beverage bottles.
Berry explained that:
The unique thing about the Coca-Cola distribution system isn’t the bit from the bottler to the wholesaler, but from the wholesalers onwards. That’s where all these independent microenterprises— guys on bicycles, women putting crates on buses, and so on— take over. That’s the bit we want to get into.
In developing countries, almost 1 in 9 children die before they turn five years old, and from preventable causes such as dehydration from diarrhea ColaLife aims to reduce child mortality rates in developing countries with its simple idea and improve the living conditions.