Tupperware: Cool-ifying a Classic
[Brand Development I Consumer Products I 2009-2011]
Beloved classic
Add surprising cool factor
Perceptions changing
Tupperware's blessing and curse is that it's a classic brand that everyone's mother and grandmother used (and probably still
uses). What people don't know is that today's Tupperware features vibrant colors and cutting-edge design, and is FAR more
than just burping bowls. M&F's job was to change a dated stereotype – and fast.
We immediately set about cool-ifying the brand by creating odd couplings in which Tupperware was paired with interesting
celebrities in unexpected places. First, we staged a New York Fashion Week show with "Project Runway" winner Irina Shabayeva,
in which Tupperware materials were inserted into her couture design. Next up was a campaign with actor Peter Facinelli
("Twilight") and NFL star Reggie Bush demonstrating how Tupperware can help men keep their women happy by making it easy to
do their part in the kitchen. That was followed by a Tupperware Party with "30 Rock's" Jane Krakowski; an elegant cooking
demonstration with "Modern Family's" Sofia Vergara; and an exclusive, celebrity-laden "Tupper Club" with a four-course dinner
prepared by James Beard Award-winning Chef Michael White.
These unexpected pairings led to top-tier coverage – including E!, Rachel Ray, The New York Times and The Wall Street
Journal - that showed people were beginning to view Tupperware in a very different light. As The Wall Street
Journal said, "Ms. Krakowski's party did not feel at all like June Cleaver's kitchen." And Rachel Ray told Reggie Bush,
"I love Tupperware, but I'm surprised you love it, too."
