Lloro_ is a town in the poorest region of Colombia, and one of the rainiest towns in the world. But, because of its low economic resources, the town lacks access to potable water. The Coca-Cola Company and Ogilvy & Mather Colombia had an idea. Sell the rain. They persuaded the Lloro_ townspeople to collect their rainwater and store it in recycled glass bottles. The townspeople then handpainted the bottles, turning the water into a branded product, created and designed by them. At a special event, the Coca-Cola Company sold the bottled rainwater and the funds collected were used to pay for the installation of a water treatment plant in Lloro_, offering potable water to over 10,000 people.