Kimberly-Clark’s Viva brand is going pink in support of the McGrath Foundation this summer.

From early December through January, shoppers will find limited-edition pink Viva three-packs in major supermarkets nationwide. For every pack sold, Viva will donate 10¢ directly to the McGrath Foundation, with the campaign aiming to raise $100,000.

The McGrath Foundation’s purpose is to provide “world leading” cancer nursing services across Australia. These specialist cancer care nurses deliver free, expert support to individuals and families experiencing cancer.

To bring the new campaign to life, Viva and the McGrath Foundation are rolling out a vibrant marketing push across in-store activations, digital content, and a national media campaign that taps into the energy of summer and cricket season. It’s promoted as a purpose-led collaboration that unites two “iconic” Australian brands behind one clear goal: to make compassionate cancer care accessible to more Australians.

A Viva spokesperson says the brand believes that the products people reach for every day to handle life’s little spills can also spark meaningful change.

“By turning our packs pink and partnering with the McGrath Foundation, we’re helping raise awareness and support for the McGrath Cancer Care Nurses who stand beside Australians through their toughest moments,” says the spokesperson.

A spokesperson for the McGrath Foundation says the charity is so grateful to generous brands like Viva for turning pink and showing that pink truly is the colour of care and support.

“It’s thanks to partnerships like these that the McGrath Foundation is able to provide world leading cancer nursing services to people and their families experiencing cancer,” says the spokesperson.