VCCP Creates Campaign for Cadbury and Alzheimer’s Research UK

VCCP London has created 4,000 Memory Bar Boxes that Cadbury and Alzheimer’s Research UK has gifted to people living with dementia.

Care homes, dementia support groups and those caring for those living with the disease have been reaching out to the Cadbury archives for packaging no longer in circulation, in order to evoke nostalgic memories amongst people living with Alzheimer’s.

Noticing this demand, Cadbury partnered with Alzheimer’s Research UK to create Memory Bar boxes featuring iconic Dairy Milk packaging, from as far back as 1915 until the present day, reintroduced by Bulletproof (Cadbury’s branding agency).

Building on the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public, VCCP London created the Memory Bar Boxes to mark Dementia Action Week (13th-19th May).

To bring back the most iconic designs of Cadbury Dairy Milk has been a privilege and we hope they will bring moments of connection for people living with Alzheimer’s and their loved ones
Angus Vine

Crafted by Girl&Bear, the boxes also feature a digital download link, where carers can find extra content, including classic posters and past packaging from other Cadbury products produced by Bernadette. The carefully selected archive material tells the story of an iconic British brand, this year celebrating its 200th anniversary, that has been part of people’s lives through generations, in moments big and small.

Throughout Dementia Action Week, members of the public will be able to apply for their own Memory Bar Box if they feel this could support similar memory stimulating activity at home. 1,000 boxes have also been distributed to care homes across the country, with 2,000 going directly to ARUK supporters who have been affected by the disease.

Angus Vine, Creative Director at VCCP London, said: “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.

“To bring back the most iconic designs of Cadbury Dairy Milk has been a privilege and we hope they will bring moments of connection for people living with Alzheimer’s and their loved ones.”

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