ColaLife is amazing idea that didn't come from Coke. It's result of a very smart hacking of Coke's gigantic distribution system. Simon Berry, an aid worker in Zambia, noticed that availability of Coca-Cola in very remote areas is greater than that medicines that can save life. This sparked an idea: why not use Coke's distribution system to deliver life-saving anti-dirrhoea kits? Coke's incredibly vast network of local distributors penetrates nearly every corner of Earth, and getting medicines to remote areas can be very costly and often frustratingly slow and irregular business.
The real insight, however, was not utilizing Coke's existing distribution system. It was creating a way to transport the medicine within it, as seamlessly as possible. The solution came in the form of an AidPod container that can be perfectly wedged between Coca-Cola bottles, so it can be distributed at no additional cost.
Great example of creativity under constraints.