Our thinking

Sweet memories

17 January, 2025

Chocolate and dementia are not typically discussed together. So, how can a chocolate brand communicate a meaningful message about the condition?

Enter Cadbury, who has partnered with Alzheimer’s Research UK, and which has launched a new advert, ‘Memory’, as part of the long-running Generosity series. The ad focuses on a daughter whose father with dementia doesn’t recognise her. She gives him a Whole Nut bar, as she has done for years, only to discover he has always hated the flavour but kept it a secret for her happiness.

Brands often face the challenge of developing authentic partnerships. Cadbury’s advert is a brilliant example of purpose-led advertising.

First, the campaign continues Cadbury’s mission to inspire acts of kindness while showcasing how gifting chocolate can forge meaningful connections. Staying true its purpose and values, even for sensitive issues, gives Cadbury legitimacy to explore these topics. Cadbury partnered with dementia specialists to ensure the tone felt right.

Second, it finds those relatable “nuggets” of real life. Chris Birch, Creative Director of the advert says, ‘I suppose everyone’s got one of those stories, right? Where someone’s told a little white lie about something.’  Focusing on human stories creates a connection with the audience, reflecting the message in our own lives.

In any successful partnership, there must be mutual benefits. For Alzheimer’s UK, Cadbury’s support aims to continue raising awareness and encourage conversations about dementia, alongside additional financial support.

Cadbury’s business is also feeling the rewards. The Generosity campaign has reportedly attracted 40 million new customers and added $1.4 billion retail sales value. Brand sentiment has also improved.

Cadbury’s heartfelt approach teaches us to build campaigns around core purposes and tell stories rooted in human truths that connect with the audience.

By Alice Railton