Breast Cancer Awareness Month began Oct. 1 and brands are showcasing campaigns to join the fight.

Diet Coke is presenting a great promotional incentive program with a treasure hunt of sorts to raise awareness for the ASDA Tickled Pink initiative in the UK.

The brand has hidden 10 limited-edition pink cans in 60,000 specially marked Tickled Pink multi-packs. The packs are available in selected ASDA supermarket stores and online throughout from the end of September through October, according to PopSugar.

Those who find one of the pink cans hidden within the pack will win 1,000 Euros.

The ASDA initiative launched in 1996 ad has raised over 55 million Euros supporting the work of the UK’s leading cancer charities Breast Cancer Campaign and Breast Cancer Care.

Coca-Cola has partnered with ASDA for the Tickled Pink campaign for several years adding other brands to the promotion, including Coca-Cola 30 can multipacks and Coca-Cola Zero Sugar packs.

Here’s a sampling of some of the local folks are up to:

• Real Men Wear Pink—Men from Louisville and southern Indiana are wearing pink to raise awareness about breast cancer. Each of the 22 participant accepts the challenge to raise at least $2,500. In the first three weeks, the campaign has already passed the $10,000 mark. Funds raised help the American Cancer Society save lives from breast cancer through early detection and prevention, innovative breast cancer research and patient support. The campaign runs through the end of October.

Full Moon BBQ—The half moon cookie tins have gone pink and one dollar from every pink tin of cookies purchased, beginning today, will be donated to the Breast Cancer Research Foundation of Alabama.

• “Yes, Ma’am” — provides free mammograms to area women at the Center for Women’s and Children’s Health at Henry Ford Wyandotte Hospital in Detroit, MI.

• Forest Hill Doughnut Shop—in Maryland, which opened in June, is selling Pink Ribbon doughnuts this month to raise funds for Susan G. Komen Maryland. Each donut is dipped in pink icing and topped with a pink candy ribbon before the whole sweet treat is covered in pink and white sprinkles.

Posted on  by Patty Odell at Chief/Marketer