The brief was to use the Diet Coke x Asda Tickled Pink platform to generate an impactful breast cancer awareness message, on and beyond the Diet Coke can.

Every ten minutes in the UK, a woman is diagnosed with breast cancer. Breast cancer awareness and early detection can help increase the chances of early diagnosis and better prognosis, but most men and women are uneducated about when, how, and why to check their boobs. 

Asda is the third biggest supermarket in the United Kingdom. Asda Tickled Pink supports breast cancer charities throughout the year by raising awareness and funds. We used the Diet Coke cans as a platform to help Tickled Pink during breast cancer awareness month in October 2023, leveraging both the Asda footprint in the UK and loyalty from Diet Coke lovers.

Our main goal was to go beyond simply creating a pack, and to create awareness and start a real conversation around this critical topic. We knew it would take a bold and disruptive idea to get people talking, which is how we settled on the idea: Check Your Cans.

The Diet Coke ‘Check Your Cans’ Limited Edition encourages men and women to check their boobs regularly, to boost early detection and prevention. The Diet Coke can, a cult icon in the UK, was transformed into a canvas for the critical call to action, but also a message of hope and support for brave people living with breast cancer.

‘Check Your Cans’ was a bold visual disruptive takeover that caught the attention of Diet Coke fans, ASDA shoppers and the public – online and offline.

The Limited Edition was transformed into a pink canvas with a ribbon that celebrates all boobs – no matter the shape or size. Big, small, male, female, pre-operative, or post-operative. Proudly carrying the simple and smart Call to Action: Check Your Cans.

The design extended to the outer pack, creating impact in-store through a powerful wall of pink. The outer pack also featured instructions for at-home self-examination. The cans and outer packs were supported by Point-of-Sale collateral.

The cans were present in approximately 1000 ASDA stores across the UK, for the month of October 2023. The production run for the cans was 250 000.

The creative idea went beyond the can to spark a viral conversation online that reduces shame around boobs and self-examination. We reached more than 11.3 million people on TikTok with the #pinkdietcoke.

The disruptive design created a 38% increase in volume vs last year (2022); and a 16.2% increase in value versus last year (2022).