In order to awake “sweet memories” of 800.000 people that are currently living with dementia all around the UK, the brand decided to bring back some nostalgic packages that are supposed to be the trigger for recalling memories of happy days of their lives. So, why this move all of a sudden?
Namely, Alzheimer’s Society, which fights against dementia in the UK, have launched an initiative for helping patients that are suffering from Alzheimer’s, memory loss and dementia, throughout the material that can be used for reawakening of memory and producing a positive feeling.
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So, for this occasion, Nestlé UK & Ireland have created the so-called Reminiscence pack, which includes vintage posters, tin labels, wrappers, chocolate box, and long-forgotten items that have been brought back to life by enabling the consumers to download these packs from a dedicated web site and print them. Materials are adapted to the sizes of the current bars and tins which are sold in stores, so the old ones could be easily covered with the new ones, creating the sense of “living the good old days” for Alzheimer’s patients. When making this project, Nestlé had in mind that when care groups see such packaging, it may “help revive positive recollections from the long-term memory”.
Alison Cook, spokeswoman of Alzheimer’s Society, explained briefly: “Using familiar objects from the past can be a powerful tool in helping those with dementia to remember (…) Even something as simple as an old sweet wrapper can bring back vivid memories from a happy time.” She added: “This activity helps carers and loved ones to engage with people with dementia in a positive way, and has the potential to improve the quality of life for the 800,000 living with dementia in the UK.”