Sico created a fresh package to express their support for the Canadian Cancer Society, with a portion of sales going to breast cancer research. The campaign, called _Changing Lives, One Coat at a Time_, aims to sell a total of 40,000 cans, resulting in a $50,000 donation in support of breast cancer research. Thematically linked, Sico’s paint rolls on pink and dries to white, it is not a stretch to understand how the marketing campaign was created. “Sico is committed to making a difference in the fight against breast cancer, which will impact more than 22,700 Canadian women this year alone,” said Stéphanie Pelland, Marketing Communication Manager for the Sico brand.