Mondelēz brings boxes of heartfelt support
CONFECTIONERY giant Mondelēz International has teamed up with Alzheimer’s Research UK by using its nostalgic Cadbury packaging to help stimulate conversations with those living with dementia.
The activity with the chocolate brand will see special ‘Memory Bar Boxes’ released which contain Cadbury products that have been packaged in packs that are no longer in circulation.
It is the hope that these tangible pieces of the past will be able to stimulate memories in those that suffer from dementia and prompt conversations with their loved ones.
The new activity comes after after it has been suggested that caregivers and and loved ones use physical items that could work as prompts towards memory stimulation such as photographs or nostalgic items such as chocolate bars from their childhood. This practice is known as Reminiscence Therapy.
Alongside Alzheimer’s Research UK, Mondelēz aims to create a nostalgic experience for those living with dementia, featuring iconic Dairy Milk bar which pack designs can date back as far as 1915 until the present day.
The ‘Memory Bars’ form wider part of these boxes as they will also offer a digital download link where people can find extra content such as classic posters and past packaging for other Cadbury products to help bring back memories.
The boxes were made available as part of Dementia Action Week – which ran from 13 May to 19 May this year – where members of the public will be able to apply for their own Memory Bar Box.
In addition to this, a further 3,000 boxes will be distributed to care homes and Alzheimer’s Research UK supporters across the country and Cadbury has said it will also make a £200,000 donation to the charity.
Samantha Benham-Hermetz, executive director of policy and communications at Alzheimer’s Research UK, said: “We are so excited to be working with Cadbury on these Memory Bar Boxes, as part of our partnership.
“They are such a special way for people with dementia and their loved ones to reminisce together, and we’re delighted that thousands of people will benefit from them.
Our partnership with Cadbury is also helping to put a much-needed spotlight on dementia and driving forward Alzheimer’s Research UK’s work towards a cure.
“It is more important than ever that we continue progress towards new treatments, as this is our best chance of putting a stop to the heartbreak of dementia. But we can’t do this alone. We are so grateful to Cadbury for standing with us and everyone affected by dementia.”
Elise Burditt, senior marketing director at Cadbury, said: “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.
“Earlier this year, we announced our partnership with Alzheimer’s Research UK and released limited-edition Dairy Milk bars featuring iconic designs from 1915 to present day.
“And now those bars feature within these Memory Bar Boxes, which will be sent around the country to people affected by the condition.
“We are also donating £200,000 to support Alzheimer’s Research UK’s search for a cure for dementia and their work to drive awareness of the condition.”
