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Ideas to the rescue

Summit Media Group—on behalf of Healthcare Packaging and Packaging World magazines—to contribute to ColaLife's AidPod project.

Architect Frank Lloyd Wright once described an idea as “salvation by imagination.” How accurately this describes the Simon and Jane Berry idea that led to the AidPod, a life-saving PET thermoform from a company called ColaLife. By imagining a package format that fits in the space surrounding the bottles in a crate of Coca-Cola, Simon and Jane Berry hit upon an idea that could bring salvation to thousands of children in Sub-Saharan Africa.

The idea is nothing short of brilliant. In its first application, it’s carrying an anti-diarrhea kit to poor caregivers and mothers in remote rural areas of Africa where children are in desperate need. How desperate? Consider this: Diarrhea is the second-biggest killer of children under the age of five in Sub-Saharan Africa, killing more children than malaria, HIV/AIDS, and measles combined. What could make more sense than piggybacking on Coca-Cola’s world-class distribution network to bring life-saving anti-diarrhea medicine to children who live in regions that traditional medicine distribution networks have difficulty reaching?

In case you missed the June issue of Packaging World, be sure to connect to this link so you can read feature editor Jim Butschli’s detailed account of the AidPod concept. As he reports, the package won the premier Diamond award in the 25th annual DuPont Packaging Innovation Awards competition. Lead juror of the competition was David Luttenberger, CPP and VP/packaging strategist for consumer insights research firm CEB Iconoculture. To say that he was inspired by the AidPod package would be putting it mildly.

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