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In an unusual bid to help beat loneliness, Cadbury is removing the branding from 10 million of its Cadbury Dairy Milk bars and replacing it with quotes of unexpected stories from older people about their lives.
The new limited-edition bars, available now, will be replacing Cadbury Dairy Milk bars – single and tablet – for the month of April.
This takeover is the next iteration of the brand’s ‘Donate your Words’ campaign in partnership with Age UK, which encourages the nation to have proper conversations with older people to help tackle isolation.
With lockdown restrictions beginning to ease, millions of people are feeling hopeful about being able to see family and friends once again. However, a large number of older people will still continue to feel alone. The true stories, first shared in October 2020 through the brand’s The Originals advert, are from older people from all walks of life with surprising and inspiring experiences to share, such as:
- Rose, a 79-year-old woman who kissed Elvis Presley
- 81-year-old Bob, describing his run-in with the Prime Minister’s bodyguards
- Anne, a 79-year -ld thrill-seeker who in her younger years drove over the Alps with her toddler by her side
- 84-year-old Harry, who confesses how he and his family ran away to the circus
- Linneth, who tells us all about the first ever carnival
- Phiroze, who took on the world’s most dangerous car rally
Pippa Rodgers, Brand Manager at Mondelez, says: “We’re proud to continue our long-term partnership with Age UK. To be featuring the Donate your Words campaign across 10 million Cadbury Dairy Milk bars is both exciting and fitting, as we look for more impactful ways to support this important mission.
“Keeping true to the brand’s philanthropic roots, and the Cadbury belief that there is a glass and a half in everyone, we are extremely proud that the Donate your Words campaign has already encouraged hundreds of thousands of people to start a conversation with a potentially isolated or lonely older person.”
Laurie Boult, Fundraising Director at Age UK, says: “We’re delighted to be working with Cadbury once again to try and help tackle loneliness amongst older people and to continue highlighting how huge this issue is for so many. The latest edition of the Donate your Words bars will remind us all of the interesting and insightful stories many older people have to share.
“We’re encouraging retailers to get behind the campaign by stocking up on the unique bar and by reaching out to talk and listen to the older people around them. It can really make the world of difference.”