The Adventures of Little Tup

The Background

We hear the starburst of the iconic lids of our mothers' and grandparents' 40-year-old durable plastic containers that they acquired at 'Tupperware Parties'. Tupperware, mostly known for these gatherings, has lived in the past for a few generations too many.
The Problem

As individuals in communities became more isolated and more people than just homemakers started using plastic food containers, brands such as red top gang, better known as Rubbermaid, began to meet consumers where they were at, leaving Tupperware to lose its reign in the plastic ware dynasty. Now, Tupperware has no brand recognition, either in product, name, or personality.
The Ask

Make Tupperware more than an abandoned piece of plastic.

Methodologies included Home Ethnography, Social Listening, In-Depth Interviews with individuals who lived alone, had families, or had roommates, and secondary research on competitors and consumers.

Let’s get real…no one really knows what Tupperware is...

“I don’t know much about tupperware the brand. I honestly didn’t know it was a thing until this conversation.”

— Kevin

“I thought tupperware was the actual item itself and Rubbermaid was the brand.”

— Michael

“Oh that’s one of those one’s like Kleenex where you’re not really aware, but you know it’s technically a brand.”

— Mae

The Truth

Tupperware was a product first but has grown to become a category name sake.

Plastic Container Users & Their Unique Behaviors

The Curators

Appreciate a nice clean (complete) set of plastic storage containers
Use it for meal prep and to store leftovers (intended purpose)
Love how it keeps their fridge and lives organized
Enjoy the aesthetic of color variety for labeling
Share meal time with friends and family, but can’t stand when their plastic containers aren’t returned due to emotional attachment
The Dragons

Appreciate the functionality of plastic containers
Will use as food storage, dishes, eclectic storage (hack it, diy mentality)
Love to receive meals (gifts!) from their dear Curators
Collect (steal) these containers from their friends, events, the office holiday party, or the neighborhood potluck
Have a tendency to not return and doesn’t care

The War of the Plastics

Both sides of this conflict can carry a number of titles: shopper, prepper, cook, maker, hoarder, cleaner-upper, packer, etc.– and they wear their titles proudly. They may make enough for the week or keep just a little for later.

Regardless, emotion runs deep on either side.

Issues of ownership can incite and inflame.

Threat of conflict can deter owners from taking their Tupperware out from their own cupboards.

We Smell An Opportunity

Stand out by focusing on the container and its journey from curators to dragons and back (maybe).

The Strategy

Take Tupperware from Category to Brand by redefining SETs.

From something that you keep to something that you share.

Introducing…Set Loose.

TupperWhat?

It’s time to embark on the journey of letting your set loose, it may be difficult but we have to learn how to share.

Awareness: TupperWhere?

It’s time to get the word out that Tupperware is back and coming to a neighborhood near them. Let’s share the joy of sharing with each other.

Brand Act: TupperWatch

Let’s face it, a lot of us love to share but still have the little dragons that like to steal and not return. Tupperware will be introducing TupperWatch, a new extension of Tupperware’s website & the best way to get your Tupperware home.

Once you’ve reported container crime, Tupperwatch will notify offenders and remind them to return your container.

The star’s are in on it too. Tupperwatch will partner with Food Network stars and post their lost Tupperware containers. They will rely on Tupperwatch & their friends to help them get their Tup home.