The inside story of Dove’s Campaign for Real Beauty, communication that went way beyond advertising. 

Most women you meet in the world have heard of the campaign and most women love it. Many ask why we decided on the campaign, how we came up with the idea and if the women really were real. This talk is the story of a brand’s strategy, a desire to do something mould-breaking, the pain barrier that we went through to do something that would stand out. Along the road we learnt a lot about stakeholder management, setbacks, the power of belief in something and the difference that a business can make in the world if it sets its heart on it.

About The Speaker 

Daryl Fielding

Daryl moved to Zurich in January 2010 to take a new role as VP Marketing, Kraft Foods Europe. Famous Kraft brands include Milka, Jacobs, Carte Noire, Oreo, Lu, Cadbury, Toblerone, Philadelphia, Trident, Halls and Tassimo. Immediately before joining Kraft, Daryl was the Commercial Director for Independent Newspapers in London, who publish The Independent and The Independent on Sunday. Prior to that she has had a long career in advertising agencies, leading campaigns for brands such as Ford, General Motors, Weetabix, Hellmann’s, Thomas Cook Travel, Barclaycard and Lloyd’s Bank. But the campaign she led, and which so far she is most proud of is the Dove campaign featuring real women, The Campaign for Real Beauty. This ran in over 70 countries worldwide, is one of the most awarded campaigns in history, featured on The Oprah Winfrey show twice and began a debate about the representation of women in the media. Before her career in advertising, Daryl studied Physiology at London University and was born and raised in Bournemouth, England. She is married with a dog, and loves Scuba diving (in warm water) and walking in the Alps – a great new backyard and playground.