Tupperware in Trouble

Case Code: MKTG474
Case Length: 11 Pages
Period: 1946-2024
Pub Date: 2025
Teaching Note: Available

Price: Rs.300
Organization : Tupperware Brands Corporation
Industry : Home Appliances & Consumer Products
Countries : United States
Themes: Brand Revival, Brand Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Background

Developed and named after Earl Tupper, a chemist in Massachusetts, Tupperware products debuted in 1946. The spill proof, unbreakable storage containers were made of high-quality plastic and had a unique feature – a locking lid patented as “burping seal” . Despite bringing a revolutionary product into kitchenware, the company struggled initially to gain popularity as people didn’t understand how the burping seal worked. In 1950s, Brownie Wise, (Brownie), a saleswoman, realized the potential in the Tupperware products and collaborated with the company. Brownie came up with the idea of ‘Tupperware parties’, a direct marketing strategy to market the products...

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