ABOUT

Old people suffer from an image problem. The media has pushed a view of elderly people as fragile and in need of looking after. But this isn’t true. This generation paved the way. They’re The Originals. They brought you the idea of living in peace with the world, of equal rights, veganism, free love, festivals in fields, fashion. They’ve lived lives in the areas that you are interested in. They’re people with lives and passions. Cadbury needed to remind people just how valuable older people are - so it gave them a rebrand.