Cadbury unveils nostalgic memory bar boxes for dementia patients

UK – Cadbury and Alzheimer’s Research UK (AR UK) have partnered with VCCP London to distribute 4,000 Memory Bar Chocolate Boxes to individuals with dementia and their families.

The boxes feature iconic Dairy Milk packaging dating from 1915 to the present, following requests from care homes and support groups for Cadbury archive packaging to evoke nostalgic memories among those living with Alzheimer’s as part of reminiscence therapy.

During Dementia Action Week in May, 1,000 Memory Bar Boxes were available for the public to apply for, while 2,000 were allocated to AR UK supporters affected by the disease. Each box comes with a digital download link, where carers can find classic posters and other Cadbury archive packaging. The confectionery manufacturer also pledged £200,000 ($255,600, €235,000) to AR UK to aid in dementia research.

In our Is Essentialism the Future of Branding? report, we examined how effective brand strategy is changing from a focus on relevance to exploring how brands can express values and contribute to society. By responding to organic demand for nostalgic packaging from carers and support groups, Cadbury’s campaign authentically showcases the brand’s close cultural ties to British history.