Context: In 2021, Victoria’s Secret undertook a rebrand, attempting to shake its problematic image and rehabilitate itself to a body-positive, inclusive, and female-empowering brand.

The slow rollout and piecemeal approach to this change, however, was greeted with understandable skepticism. The VS rebrand missed some key strategic insights and lacked the authenticity and humility required to reposition themselves in the market.

In 2018, competitor, ThirdLove, publicly called out VS and its toxic culture with a full-page NYT Advertisement. Victoria’s Secret has never properly responded to this public challenge. In the attached ad, I’ve responded for them.