What do you do when one of the most recognizable slogans of all time is completely irrelevant to the key growth consumer? Ditch it? Maybe. Cherri led a full exploratory on “feminine strength” and the relevance of feminism to young women when she led the Secret brand strategy team.

Ultimately the answer was evolutionary vs. revolutionary. Take “Strong Enough for a Man But Made for a Woman”, a completely modern idea when launched in the 70s and evolve it to meet the new, more empowered attitude of today’s young woman. The transformed slogan, “Strong Enough for a Woman” and the brand essence of “female fearlessness” was born and results followed.