Tupperware Direct

Tupperware's place in global households is well established, yet even iconic brands find value in strategic partnerships that help them adapt and thrive in modern times. It's not about reinvention, but thoughtful evolution. This case study delves into how Brand Creations collaboratively worked with Tupperware to facilitate this evolutionary leap.


Pre-Launch: Deep Dive into Audience Understanding

Though Tupperware has been an enduring staple in households for generations, our proprietary D² model offered them a fresh and nuanced avenue for brand evolution. The crux of our strategy lay in a comprehensive understanding of our target audiences. Through in-depth market research, we gleaned critical insights that resonate deeply with consumers—ranging from the escalating food and living costs, to food storage and wastage issues, and the complexities of meal preparation.

Armed with these insights, Brand Creations was well-positioned to seamlessly transition into the next pivotal phase of our project—early testing.

Early Testing: Identifying The Right Product

Armed with meticulously crafted customer profiles, we undertook an in-depth analysis of Tupperware's product lineup to discern which items would most resonate with our target demographics. To experiment in a controlled yet dynamic environment, we rolled out a beta website—TupperwareDirect.com.

On this platform, we implemented rapid digital testing strategies, concentrating not merely on clicks but on tangible, transactional data. By scrutinising customer behaviors, purchase patterns, and engagement metrics, we could pivot our focus and resources effectively. The data didn't lie, and it led us to identify three products that stood out as market winners: BreadSmart, FridgeSmart, and PotatoSmart.

By integrating Tupperwaredirect.com into our early testing phase, we successfully established an immediate and effective channel for gauging consumer interest and feedback. This provided us with invaluable, real-time insights that would later inform our scaling strategies.

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Phase 1 of the D² Model: Digital Scaling

With the wind of early successes at our back, we officially rolled out TupperwareDirect.com, featuring our identified hero products: BreadSmart, FridgeSmart, CheeSmart, and PotatoSmart. It was no longer a testing ground but a fully functional digital marketplace for our curated selection of Tupperware products.

The next step was clear: to move beyond proof of concept to full-blown scaling. We set out to build a robust marketing funnel, intricately optimised for Direct Response. This wasn't just about reaching a mass audience; it was about reaching the right audience with the right message at the right time.

We took a multi-faceted approach. In-house content set the stage, laying down the fundamentals of our brand story and value proposition. User-Generated Content (UGC) added social proof, giving potential customers a relatable sense of how our products fit into real lives. Influencer partnerships extended our reach into various social circles, adding a layer of trusted endorsement.

Utilising a variety of digital channels—from paid social and search to email campaigns—allowed us to diversify our reach while maintaining a consistent brand narrative. Customisation was key; we tailored our messaging to solve particular challenges that our target audiences faced, such as meal preparation and food wastage reduction. By focusing on specific issues, we weren't just selling products; we were offering solutions, enriching the lifestyle of our customers one Tupperware at a time.

In this phase, everything was interconnected. Our messaging across these channels was not siloed but synergistic, creating a cohesive brand experience from the first touchpoint to the final purchase. As we monitored engagement metrics and conversion rates, we continuously fine-tuned our approach, optimising not just for immediate gains but for long-term customer loyalty.

Phase 2 of the D² Model: Turbo Injecting Scale with DRTV

In the second phase of our D² model, we implemented our Direct Response Television (DRTV) strategy, following the successful optimisation of our digital campaigns. Two distinct infomercials were developed, centred on our standout products, FridgeSmart and BreadSmart.

Infomercials serve as extended-length television commercials aimed at executing a holistic sales strategy within a cohesive narrative. Ranging from 2 to 30 minutes, they afford generous time for in-depth product demonstrations, authentic customer testimonials, and engaging storytelling. The overarching goal of an infomercial is to prompt a direct and immediate consumer response, such as a purchase or inquiry, thereby positioning it as a potent instrument in direct-response marketing.

The introduction of our DRTV infomercials yielded immediate positive outcomes, particularly a significant surge in sales. The campaign effectively reacquainted millions of consumers across the United Kingdom with the Tupperware brand. A considerable portion of these consumers were previously unaware of Tupperware's online presence, which, in turn, elevated the brands market prominence.

Using the D² Model to Drive a True Multi-Channel Strategy

Upon the successful implementation of the D² model in initial markets, the strategic focus shifted toward international expansion. Collaboration was initiated with distribution partners in pivotal global territories, notably Germany and Australia. These partners were equipped with proven infomercial content and a suite of digital marketing assets to optimise their market entry strategies.

Simultaneously, we turned our attention to retail distribution, securing partnerships with significant European retailers. Negotiations are in advanced stages with other key retail outlets to further diversify and reinforce market reach in 2024.

In an effort to cultivate a more comprehensive customer journey, we introduced supplementary marketing avenues. We initiated direct mail campaigns that provided consumers with value-added packages featuring recipes and nutritional guides. This initiative served dual purposes: it fostered a sense of community and engagement around the Tupperware brand while also reinforcing consumer loyalty. Beyond these, we expanded our strategy to include direct-response print advertising and public relations efforts. This multifaceted approach complements our existing channels, leading to a truly integrated, multi-channel marketing framework. Such a broad-reaching strategy not only maximises market penetration but also elevates customer engagement as a key metric, thereby strengthening Tupperware's global brand presence.

Impact & Future

The ultimate measure of our strategy lies in its tangible impact. With our multi-channel D² model, we've successfully penetrated new global markets, reaching millions of potential customers. Our synergistic use of DRTV and digital marketing has not only resulted in marked growth in retail sales but also contributed significantly to the evolution of the Tupperware brand.

We've garnered industry recognition, bagging accolades such as 'Best Social Media Marketing Campaign for BreadSmart.' The instrumental role of DRTV in our plan can't be overstated; its scalability facilitated the quick launch of our key products in over 30 countries. But we aren't resting on our laurels.

A recent launch of a new infomercial for PotatoSmart exemplifies our ongoing brand optimisation, and we're slated to roll it out globally. In the pipeline are six more infomercials for late 2023 and early 2024, poised to contribute further to Tupperware's global reach and brand evolution.

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