Press release -
Cadbury and Age UK come together to share inspiring stories on millions of Cadbury Dairy Milk bars
The nation’s favourite chocolate* is removing the branding on 10 million of its iconic Cadbury Dairy Milk bars and replacing it with quotes of unexpected stories from older people about the lives they’ve led.
The new limited-edition bars, available now, will be replacing Cadbury Dairy Milk bars - single and tablet – for the month of April.
This unique takeover is the next iteration of the brand’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.
With lockdown restrictions beginning to ease, millions of people are feeling hopeful about being able to see family and friends once again. However, a large number of older people will still continue to feel lonely and isolated. 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.
The full stories from The Originals are available to read in full 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, who tells us all about the first ever carnival
- Phiroze, who took on the world’s most dangerous car rally
Pippa Rodgers, Brand Manager at Mondelez, says: “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.
“Keeping true to the brand’s philanthropic roots, and the Cadbury belief that there is a glass and a half in everyone, we are extremely proud that the Donate your Words 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, says: “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.
“We’re encouraging retailers to get behind the campaign by stocking up on the unique bar and by reaching out to talk and listen to the older people around them. It can really make the world of difference.”
Retailers can find out more about the Donate your Words campaign by visiting www.ageuk.org.uk/donateyourwords.
* Nielsen Total coverage including discounters, Value, MAT 16.05.20
- Cadbury Dairy Milk 110g, RRP: £1.50
- Cadbury Dairy Milk 45g, RRP: £69p
- Cadbury Dairy Milk 95g, RRP: £1
Prices are recommended only. Retailers are free to set their own prices.
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to snack right in over 150 countries around the world. With 2020 net revenues of approximately $27 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.
For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted Brand of the Year 2019*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing is of its customers is hugely important and so Cadbury helps run Be Treatwise, to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced a programme to bring all Cadbury standard chocolate products predominantly purchased for consumption by children, under 100 calories. As well as this, innovations such as Cadbury Dairy Milk 30% Less, are just another element which help consumers manage their sugar intake, with great-tasting products. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities.
*Brand of the Year 2019 at the World Branding Awards, from the World Branding Forum.