Cadbury and Alzheimer’s Research UK have distributed 4,000 memory bar boxes to people living with dementia and their loved ones to coincide with Dementia Action Week (13 May to 19 May).
The boxes, specially made by VCCP London’s Girl&Bear as part of the brand’s ‘Yours for 200 Years’ campaign, are being released in order to evoke memories and discussion for people with dementia and their loved ones.
Each of the boxes features iconic Dairy Milk packaging from as far back as 1915 until the present day, which is produced by Bernadette and reintroduced by the chocolate’s branding agency Bulletproof.
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Members of the public will be able to apply for their own Memory Bar Box if they feel this could support memory stimulating activity at home, with 1,000 boxes also being distributed to care homes across the country.
“We’ve all got special memories when it comes to Cadbury and the fact the public have reached out to request old wrappers to help those living with dementia, shows their power in helping trigger these fond memories,” said VCCP creative director Angus Vine.
Cadbury senior marketing director Elise Burditt added: “As Cadbury turns 200 this year, there has been great excitement in celebrating the longstanding relationship between the brand and the British public. 200 years of products that have become part of our culture in life moments big and small. ”
“As part of the celebrations, we wanted to answer special requests that had been coming from care homes, dementia support groups and members of the public over the years, for nostalgic Cadbury wrappers and posters, which could provide a sense of comfort and connection to those living with dementia,” she continued.
