DONATE YOUR WORDS

hashtag#Cadbury has launched limited edition Dairy Milk packs in UK with no words on the front of the pack. They have partnered with Age UK to support loneliness in the older generation. Research found 4.5 million older people felt lonely in later life because people don't talk to them. The campaign 'Donate Your Words' will donate 30p to the charity for every limited edition bar sold. The initiative is to encourage people to recognize and speak to older people in their communities. The #launch is also supported with a film that tells stories of older people who feel alone. It is quite obvious that only #brands that have strong icons and colours can pull something like this without the fear of whether #consumers would recognize the brand or not.