# Playful Awareness-Raising Pink Cans Coca-cola Releases an Exclusive Diet Coke for Breast Cancer By Kalin Ned | Published 2018-12-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pink-cans References: [designtaxi](https://designtaxi.com/news/401564/Diet-Coke-Gets-Splashy-Makeover-With-Pink-Cans-Released-In-Limited-Quantities/) & [coca-cola](https://www.coca-cola.co.uk/newsroom/press-releases/holly-willoughby-gives-diet-coke-a-makeover-to-support-asda-tick?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) 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](https://www.trendhunter.com/trends/cocacola-happy-tears-zero-sugar) 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](https://www.trendhunter.com/trends/unilever-pink-packaging) and hid ten limited edition pink cans across 30x330ml Diet [Coke](https://www.trendhunter.com/trends/diet-coke-retro-lime) 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. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 66% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Gamified Awareness Campaigns:** Creating interactive and playful campaigns can help raise awareness for social causes. - **Limited Edition Collaborations:** Partnering with other brands can create exclusive and sought-after products that drive consumer engagement. - **Cause-related Marketing:** Aligning with charitable organizations can drive brand loyalty and support meaningful causes. ### Sectors Adopting This - **Beverage:** Creating limited edition packaging and partnering with retailers can drive consumer interest and engagement in the beverage industry. - **Retail:** Collaborating with brands for exclusive product releases can help retailers increase foot traffic and sales. - **Non-profit:** Brands can partner with non-profit organizations to raise funds and awareness for important causes. ## Related on Trend Hunter - [Charitable Cranberry Sodas](https://www.trendhunter.com/trends/ocean-spray-sparkling-pink-cranberry.md) - [Cancer Awareness CPG Packaging](https://www.trendhunter.com/trends/unilever-pink-packaging.md) - [Cancer Awareness Shopping Bundles](https://www.trendhunter.com/trends/asda-tickled-pink.md) - [Nostalgic Soda Flavors](https://www.trendhunter.com/trends/diet-coke-retro-lime.md) - [Platform-Exclusive Sodas](https://www.trendhunter.com/trends/cocacola-happy-tears-zero-sugar.md) - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Soda-Themed Beverage Tumblers](https://www.trendhunter.com/trends/owala-x-diet-coke.md) - [Retro Cherry Colas](https://www.trendhunter.com/trends/diet-cherry-coke.md) - [Breast Cancer Awareness-Supporting Socks](https://www.trendhunter.com/trends/power-in-pink.md)