A new Internet challenge has been issued, and a lot of women are taking part in it. It's also going viral for obvious reasons. The aim is not just to show that boobs can hold things but also to benefit cancer research in the form of raising awareness.

We're guessing Coca-Cola is enjoying this, unofficially.

It's not as easy as it looks, we reckon.

Watch the challenge below. It's pretty NSFW:

The challenge is picking up steam especially in Europe right now.