The Ask
Usher in a new heyday for a brand that has lost its luster.
Tupperware, the first air-tight seal food storage solution has lost it’s identity.
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“People just don’t have connection with the brand anymore,” Tricia Stitzel, Tupperware’s former CEO, said in October before resigning in November.
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Tupperware Brands reported Total Revenue decrease in the 2 quarter 2022 year on year by -26.75 %, despite revenue increase by most of its competitors of 7.42 %
Tupperware, the first air-tight seal food storage solution has lost it’s identity. | “People just don’t have connection with the brand anymore,” Tricia Stitzel, Tupperware’s former CEO, said in October before resigning in November. | Tupperware Brands reported Total Revenue decrease in the 2 quarter 2022 year on year by -26.75 %, despite revenue increase by most of its competitors of 7.42 %
The situation.
Tupperware, the creator of its category, is now a generic term for any container with a lid.
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Tupperware, once the life of the party is now available in stores.
But in today’s oversaturated market what really makes this left-out brand stand out?
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When it comes to interest in food storage, women [or those identifying as female] are the primary users.
But it begs the question, why pay a premium price on something you get free with takeout?
Interestingly enough, these folks view aesthetic food storage as a registry item.
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We spent more time in our kitchens during the pandemic.
More time hanging out, cooking and pursuing a strong sense of self-expression.
Self-expression is said to shape the future of functional design.
Tupperware needs to get back in the game in order to stand out in the oversaturated housewares market.
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Tupperware has a legacy they can leverage.
They participated in critical NASA food research and have championed reusable, sustainable storage.
It was 1 of 10 pieces featured in the MoMa exhibit The Value of Good Design.
Tupperware’s sleek body and bold color highlighted the democratizing potential of design.
Celebrate Tupperware’s iconic design.
The strategy.
The campaign.
Design contained.
Out of Home
Street ads placed sporadically throughout NYC highlight the design centered functionality only Tupperware can provide.
MoMa Design Store
Digital Ads
Animated shapes formatted for Instagram, YouTube reels, and TikTok prompt viewers to remember Tupperware’s iconic image.
The Design Store had a Tupperware set for purchase.
What we want to do is expand our presence in MoMa by debuting a new line of high design-inspired merch.
Tupperware Gallery & Auction
Inspired by their infamous Tupperware parties, the Tupperware Gallery & Auction takes place in Chicago’s historic Frank Lloyd Wright museum.
Visitors will get to interact with curated sets and even bid to take some home!
My contributions
Strategic Placement
Deck Story Development
Creative Concepting
Credits
Art Direction: Grace Hudson & Ethan Mckay
Copywriting: Cam Sharer
Strategy: Ben Butler & Anna Foster