These pink cans were available to consumers in limited qualities between September 17th and October 30th of 2018. The activation was an attempt by Coca-Cola to raise awareness and support the fight against breast cancer.
The campaign was playful and creative, to say the least. The beverage company partnered with supermarket company ASDA and hid ten limited edition pink cans across 30x330ml Diet Coke packs that boasted the ‘Tickled Pink’ branding. Individuals who find the specially colored product will be entered to win £1,000. This gamified aspect swiftly entices consumers.
Money raised through Coca-Cola’s ‘Tickled Pink’ campaign will be donated to two charities who are focused on advancing the fight against breast cancer — Breast Cancer Now and Breast Cancer Care.