The ALS Ice Bucket Challenge grossed more than $100 million last year and gave social media users some serious celebrity entertainment. So it was only inevitable that similar challenges spring up to serve a good cause.

But lo and behold, social media can also be used for the greater goofiness of the world and thus, the #HoldaCokeWithYourBoobsChallenge was born. The hashtag is self-explanatory as it entices females (especially those blessed with ample chest assets) to squeeze bottles and cans of Coca-Cola in between their tits to make breast cancer “sexy.”

The Daily Mail has discovered it was actually started by porn star recruiter Danny Frost and glamour model Gemma Jaxx as a joke. Since it has taken off, approximately $0 has been raised for breast cancer and Frost has decided to flip the trending topic to possibly generate some revenue.

‘OK once again just for all of our nay sayers and hatters. When we started #HoldACokeWithYourBoobsChallenge, we did it as a joke… We never thought it would take off like it did. But it did, Frost said on his Facebook page. “And then people started posting it was for charity and it was for breast cancer awareness. We had never plan on that nor thought of it. But since that’s what people want to do it for, we said why not do something good with this. So we went with it,’ he added.

The Breast Cancer Research Foundation isn’t shunning the idea and they’re open to any donations the contest brings.

Click here to donate to them.

Everybody else, scroll through the gallery to see a few of the perks that the so-called challenge has created.

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