Cadbury Dairy Milk has unveiled ‘Memory,’ the latest campaign in its brand platform, ‘There’s a Glass and a Half in Everyone,’ which is now in its seventh year.
The campaign is spearheaded by a 60-second film that tells the heartwarming story of a woman visiting her father, who has dementia. When presented with a bar of Cadbury Wholenut – a gift his daughter has bought him since she was a child – the man fails to recognise who is visiting and unwittingly reveals he’s always hated nuts.
The woman laughs, touched that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his ‘daughter’ about the secret, because “it makes her so happy”. His daughter responds softly: “It does.”
To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the film’s development.
The brand has also extended its partnership with Alzheimer’s Research UK into 2025.
Elise Burditt, Senior Marketing Director at Cadbury, said: “At Cadbury, we believe that generosity has the power to bring people closer together. ‘Memory’ illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We’re incredibly proud to continue to work with Alzheimer’s Research UK to support their vitally important work.”
