We prove Cadbury’s generosity by facilitating blood donation.
The amount of milk in a 360g Dairy Milk bar matches a standard unit of donated blood. Cadbury rewards donors with a special edition Dairy Milk Bar to raise blood sugar levels.
Cadbury changes its purple branding to raise awareness of the need for blood donors, particularly those who are young and from ethnic minority groups to meet demand for better matched blood types.
New packaging includes a scannable Shazam code which uses your location services to give information about your nearest blood donation point and which blood groups are most required in your area.
Pop-up blood donation centres in places with a high concentration of workers so people can give blood during their lunch or coffee break.