Reinventing the Iconic Brand for the Modern Generation
Few brands achieve what Tupperware has: becoming a name people use for the entire category. But as the market filled with affordable alternatives and consumer habits evolved, the brand’s cultural relevance began to fade among younger generations.
Our challenge was to reinterpret this iconic legacy, crafting a strategy that felt organic, relatable and engaging… bringing Tupperware back into the conversation with a new generation.
Strategy
We reframed Tupperware’s heritage as a strategic asset, transforming nostalgia into relevance for younger audiences. By connecting the brand’s durability and sustainability values with modern lifestyle behaviors, we built a social-first strategy rooted in relatable storytelling and culturally resonant content — positioning Tupperware as both iconic and contemporary.
Shifting the Target:
Embracing Millennials and Centennials
Recognizing the changing purchasing patterns of the younger generation, we shifted our focus to Millennials and Centennials, who seek durable, sustainable products that align with their values. We aimed to dispel the notion that Tupperware is solely a brand of the past by showcasing its technological advancements and its association with NASA, where its plastics are being used in space exploration.
Finding the Right Voice:
From Sales Pitch to Friendly Guidance
Understanding that Millennials and Centennials resonate with content that offers insights and advice, we transformed Tupperware's voice from a traditional sales-oriented company to that of a trusted friend. By providing helpful tips and recommendations, we aimed to establish a more personal connection with our target audience.
A Visual Refresh:
Modernizing the Brand's Image
To stay relevant in the digital age, we undertook a complete visual refresh of the Tupperware brand. Leveraging its existing color range, we created gradients, textures, noise, and animations that align with the visual aesthetics prevalent on social media networks. This visual transformation aimed to capture the attention of our target audience and differentiate Tupperware from its competitors.
Embracing Key Moments:
Trending on Social Media
By closely monitoring social media activity, we identified key moments and trends that resonated with our target audience. Leveraging these insights, we developed relevant and shareable content that allowed Tupperware to be part of ongoing conversations, generating engagement and driving brand awareness.
Exploring New Frontiers:
Tapping into Tiktok
Recognizing the popularity of TikTok among Millennials and Centennials, we established a brand presence on the platform. Through unique and trending video content, we engaged with users, showcasing the versatility, functionality, and creativity of Tupperware products in a way that resonated with the target audience.
The audience's response has been amazing. They have welcomed the new Tupperware enthusiastically, expressing their excitement and appreciating the creativity in our campaign. The brand’s refreshed image has created interest and renewed affection for Tupperware in a new generation. This Creative Strategy helped us win the pitch and led to a great partnership with the brand. Our innovative approach captured their vision and produced a campaign that surpassed expectations.