<Currently debating> Stale or Stellar: is the Tupperware Brand Refresh more than just bandaid on a broken leg?
Great design doesn’t necessarily bring in great sales. But, can it?
Marketers aren’t exactly impressed with Tupperware’s brand refresh. But, looks like there’s more to it. Watch their iconic design changes here.
Peeve #1: They say it’s all about looks, not fixing deeper problems like product innovation or market relevance!
Peeve #2: The sustainability message? They call it out for being fake, pointing to the continued use of plastic. To me, this is debatable, because the brand DOES walk the talk of being passed down to generations, owing to its extremely sustainable and enduring quality that has stood the test of time. As documented by hundreds of proud users who inherited legacy ‘Tups’ from their mums and granmums and some using it from the 1970s! (what!!)
Peeve #3: The last nail in the coffin has been about the digital strategy- critics say “it’s thin”. Boosting social media presence won’t solve core issues with the MLM driven (and now retail) sales model and customer engagement. And MLM model has been long dead, touted as exploitative and just so suss. Some feelers below-
Well, a brand refresh can be a game-changer → It aligns a company with modern trends and customer expectations.
It’s not just about looks; it’s about relevance. Think of it as buying a few new stylish items to add to your trusted but old wardrobe.
Modern visuals attract younger customers, and re-affirming core values rebuilds trust. And the good news is that customer engagement really thrives with a brand refresh, and if done well, it attracts new customers, expanding reach and market appeal.
Internally, a brand refresh boosts employee morale — It’s like a fresh coat of paint revitalizing a room! Streamlined messaging brings in consistency while opening the possibility of a new narrative, a new shiny corner to occupy in customer’s mind. And, a thoughtful brand refresh can lay the foundation for long-term growth, like this one from Gush paints.
If done well, a brand refresh isn’t just a facelift; it’s a strategic overhaul that drives real result.
Don’t get me wrong — I LOVE the T lid in motion, the nuance, and thank God they retained ‘useful is beautiful’ cuz it really is. The product line is also improved!
But, what’s mystery to me is how this refresh may help with arresting the loss in direct sales, as product distribution choices are keeping Tupperware “incredibly undifferentiated”.
As I read, Target is full of container alternatives that are cheaper, unbranded, reusable, high quality silicone and more. I don’t know much about this category, but pricing + offline retail choices hasn’t made this exactly a brand for the young..
I also think about their digital strategy- and I find it thin. Boosting social media presence won’t solve core issues with the sales model and customer engagement. In the backdrop, Tupperware shares are down 38% YTD and have lost 92% of their value in the last 5 years.
One of the most flayed facets of their distribution and retail operation continues to be their ‘offline focus’.
As reported by CNN-
The fact that Tupperware moved away from that direct sales model and into Target was an “admission” that their core business model wasn’t working, said Tim Calkins, a marketing professor at Northwestern’s Kellogg School of Business. While some businesses may have taken hits during the pandemic, Tupperware’s decline wasn’t sudden.
“The company has gradually lost steam,” Calkins said. “It hasn’t gone off a cliff so much as over many years it’s just become weaker.”
On a positive note, overall, Tupperware seems to be making some welcoming digital moves (and currently experimenting with digital friendly prices) by leveraging social media and digital platforms.
It is seeking broader audience engagement and stronger connections through influencer partnerships as well, in a bid to become more relevant, appealing, and competitive in today’s market. While, there is more to unfold at Tup, I’d be keeping an eye on how they evolve and share more learnings along the way. Keep me posted with your comments below.
