CocaLife: Coca-Cola for social good?

I've often been amazed, while traveling to the most remote places on Earth, of Coca-Cola's reach.
From small African villages in the middle of the jungle, to isolated communities in the mountains of India, Coca-Cola ads and drinks bring you a sense of familiarity that can be disturbing in the surrounding context.

Coca-Cola has managed distribution like no other company in the world and overcome many of the transportation challenges that aid agencies are still struggling with in countries where the lack of infrastructure is a serious obstacle.

Innovator Simon Berry has been working for the past couple years on the CocaLife campaign to use the efficiency of the corporate giant to benefit the needs of the world's poorest and most isolated. His idea is simple and started with a simple thought 20 years ago, while he was working on the British Aid programme:
What about Coca Cola using their distribution channels (which are amazing in developing countries) to carry 'social products', such as oral rehydration salts? Maybe by dedicating one compartment in every 10 crates as 'the life saving' compartment?

While the idea never initially took off, new social media has given it a second life and its supporters are growing every day. The campaign created enough pressure on the corporation that Berry was invited to address the heads of Coca-Cola and, while progress takes time, the project is moving slowly but surely.


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