Experiência de Marca

ColaLife uses crates of Coke in Africa to save lives

The idea is to leverage Coca-Cola's distribution channels to carry so-called social products - oral rehydration solution (ORS), zinc supplements, water purification tablets - that last mile to save children's lives in developing countries.

Redação Promoview

01/04/2013 29/12/2023

Coca-Cola seems to get everywhere in developing countries, yet essential medicines don’t. In 1988, Simon Berry (a british aid worker in Africa) made a connection between two facts that would change his life.

Fact 1: in remote parts of Zambia, where families scratched out a subsistence living by farming, many young children died of preventable diseases, such as dehydration from diarrhea. Fact 2: in these same rural areas, you could almost always buy Coca-Cola.

The idea is to leverage Coca-Cola’s distribution channels to carry so-called social products – oral rehydration solution (ORS), zinc supplements, water purification tablets – that last mile to save children’s lives in developing countries.

Assuntos

Experiência de Marca