Right—Got That Taken Care Of....

It’s such a good idea, why didn’t I think about it?

I spent seven years working for Wal-Mart, ostensibly as an English teacher. A good part of that time, in fact, I was busy dreaming up great ideas that absolutely no one liked. The sustainable shopping bag that we were pushing all the customers to use was a great idea, but there’s one little problem: you have to remember to take them with you every time you go shopping. And what if you decide on the spur of the moment to drop into a store? Your bags are at home.

Enter the Newhouse KeyChainShoppingBag!

OK—the problem of keeping meats separate from vegetables and fruits? Easy—redesign the shopping cart!

So I’m totally impressed with two like-minded people, Simon and Jane Berry, who looked around them one day in Northeast Zambia, and realized: Coca-Cola was everywhere.

The Berry’s also put together that fact with another two. First, one in five children in developing countries will die of dehydration before their fifth birthday. Second, though a simple solution of salts and sugar will cure the diarrhea, most public health clinics are too far away, or may not have the formula.

Right—so we can get Coca-Cola to kids, but not life-saving kits?

Then they looked at the Coca-Cola crates and realized—hey, there’s a lot of space wasted there. What if we made a kit of a bar of soap (prevention, as well as cure), the oral salts and sugar formula, zinc pills, and put it all in a container that would wedge in between the necks of the Coca-Cola bottles? So the Berrys created an organization, ColaLife, which produced a product called Kit Yamoyo. Here’s what it looked like:

That way, you could simply piggyback on to Coca-Cola’s distribution system, and not have to invest all that energy on reinventing the wheel.

So Berry went running around—trying to get Coca-Cola’s attention, which proved at first difficult. Finally, he got an interview with the BBC, and the door cracked open. They met to discuss Berry’s great idea.

And like all great ideas, it had to be tweaked. The peak period for diarrhea is in rainy season, which is when Coke sells the least. As well, there may be times when Coca-Cola may prefer not to distribute to a remote location—it simply isn’t worth it. But the kids still need the medicine.

So, in the end, they decided not to distribute through Coca-Cola, but rather to use the company to learn about Coca-Cola’s distribution chain. Consider this photo:

For Coca-Cola to get its products into a small shop in a tiny town in a remote area, they have to work with a lot of people, from the local producer to the regional suppliers to smaller supplier to individuals who have a horse and cart. And many times, the break in the chain was the guy with a horse and cart; therefore, Coca-Cola started their Last Mile program. (Nice name, guys!)

So the Berrys worked with Coca-Cola, often tagging along with them and meeting the people who delivered the Coke. And they soon discovered—it would be better if the shopkeepers simply ordered the Kit Yamoyo as a regular item, like laundry detergent.

The ColaLife began its pilot project in September 2012, and so far, the results are encouraging. Here’s what Berry has to say, as quoted in The New York Times:

Thus far, ColaLife has received mostly positive feedback from customers regarding Kit Yamoyo. “People are convinced it cures diarrhea,” said Simon Berry. “They say it’s much stronger than the medicine you get at the health center. And there’s some evidence that we’re stopping chronic diarrhea.” (While conclusive data has not yet been published, Berry’s assessment is based on more than 20, 000 kits sold and surveys of more than 1000 households.) The team also found that shops that sell Kit Yamoyo are, on average, two-thirds closer than health centers — making it much easier for a mother to obtain O.R.S. (oral rehydrating salts) when a child is sick.

There’s a little problem, for which, of course, I have the answer. And that is, you say?

The kit costs one dollar, unaffordable to many people. Sales have slumped by 60 percent from when the kit was introduced free.

My answer?

I think the genius of the Berrys was to see that the Kit Yamoyo was a product and could be treated like one, not a medicine or a health care issue. So we have a product, a nice product with a terrific potential and an un-mined gold field in public relations. A nice product that Wal-Mart (ASDA in Britain) can sell for $2.49—a steal. Wal-Mart pockets 74 cents, pays ColaLife $1.75. ColaLife, in turn, can use that money to lower their price substantially. They then employ an unemployed blogger in Puerto Rico to write terrific press releases, which I will.

Yes?

Sorry, guys—gotta go. Gonna call some friends at Wal-Mart….