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Tupperware’s Fall: Top Marketing Lessons For Marketers
4 min readSep 25, 2024
This article was originally published at Deepanshu Gahlaut’s blog.
As a marketing professional with a deep interest in iconic brands, I’ve always found Tupperware’s journey fascinating. From being a household name to facing bankruptcy, Tupperware’s story offers a wealth of insights on what makes or breaks a brand in today’s dynamic market.
For decades, Tupperware has been synonymous with food storage, offering innovative, airtight plastic containers that revolutionized kitchen organization. Established in the 1940s by Earl Tupper, the brand quickly gained a reputation for its quality and durability, making it an essential part of many households.
What Made Tupperware Unique?
- Innovative Product Design: Tupperware’s airtight, durable plastic containers were revolutionary, solving a genuine problem of food storage and freshness.
- Direct Selling Model: The party plan marketing created a sense of belonging and exclusivity, making Tupperware more than just a product — it became a lifestyle.
- Brand Equity: Tupperware became a generic term for food storage, much like how ‘Xerox’ became synonymous with photocopying, indicating the brand’s dominance.
