Tupperware is one of those special brands that evokes favourable childhood memories. It has nostalgic and sentimental value. Tupperware tubs full of sandwiches and snacks tended to be squeezed into kids’ bags as they ran out the door for school. Sound familiar?
Tupperware Brands is a different story today. It is a diversified organisation operating in a number of categories beyond tubs and domestic storage such as healthcare and cosmetics.
We were delighted to be invited to run a two day Brand Strategy Masterclass for Tupperware Brands Malaysia and Singapore marketing teams in Kuala Lumpur, Malaysia. Over the two days the teams took a deep dive into their brand portfolio so they could explore and challenge the substance of their brands in real detail.
A particular emphasis was placed on “brand essence”. This helped the Tupperware team think about how their brands could extend and / or stretch into new or related categories as the basis for new and potentially lucrative revenue streams.
Commenting on the session, Wavelength’s Darren Coleman outlined:
“There is a lot more to Tupperware than meets the eye these days. Long gone are the days of being overly dependant on selling tubs for snacks and storage. They’re running a finely tuned marketing machine in SE Asia built around a portfolio of carefully managed brands. It was a really interesting two days. There were some sales sceptics in the room but I’d like to think by the end of the second day they had become brand advocates. They weren’t talking in terms of price and promotional offers but more in terms of brand value and emotional connection. This indicates a change in mentality had started to take root.”