Cadbury is removing the branding from 10 million Dairy Milk bars and replacing it with quotes that sum up incredible stories from the lives of older people.
The new limited-edition bars, available now, will replace Cadbury Dairy Milk bars - single and tablet – for all of April.
The initiative is part of the confectioner's 'Donate your Words' campaign in partnership with Age UK, which encourages the nation to have proper conversations with older people to help tackle loneliness.
Old Age And Loneliness
According to Age UK, 225,000 older people can go a week without speaking to anyone, and the charity hopes to create awareness about this fact through this collaboration.
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.
Mondelēz added that the full stories from The Originals are available to read online and include:
- 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 old 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 shares the experience of the first-ever carnival;
- Phiroze, who took on the world's most dangerous car rally.
Long-Term Partnership
Pippa Rodgers, brand manager at Mondelez, said, "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."
Rodgers added that the campaign aligns with Cadbury's belief "that there is a glass and a half in everyone", and said the 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, added, "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."
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.
