Piggy Backing

I'm not sure if piggy backing is a bonafide marketing practice, but it should be.  Here's a good example (it's been around since '08 so I'm admittedly a bit late):

The people at ColaLife want to piggy back on Coca Cola's distribution network - surely one of the most expansive in the world.  Their idea is to deliver medical aid to poorer parts of the world using an aidpod stuffed inside cola cases.

It's also a great opportunity for Coca Cola to use its corporate infrastructure for social good - and deliver on the 21st Century marketing promise of making people's lives better. 

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So that's what piggy backpacking means. Thanks for sharing!