brand revival
Posted by Sheila Shayon on March 18, 2010 02:36 PM
Question: What do you get when you pair New Orleans Saints superstar, Reggie Bush, with Showtime’s “Nurse Jackie” and “Twilight” film star, Peter Facinelli, in the kitchen?
Answer: “Kitchen Aphrodisiac."
Tupperware, hosting this New York City event today, March 18th, is betting that sexy men in the kitchen, cooking, will give a significant sales spike to the 64-year-old brand, best known for in-home parties and casserole freezer storage.
Rick Goings, Tupperware’s CEO, will enroll Bush and Facinelli in a meal preparation demonstration using only few ingredients, a microwave – and Tupperware products. “Someone said to me years ago, to catch a moose, you have to first catch moose bait. And if you want to target women, the best way is to also go after men,” explains Goings.
The press invites included recent Harris Survey statistics, which report that 63 percent of women think their partner’s cooking is sexy.
Earl Silas Tupper, Tupperware’s founder and inventor, who patented Tupperwear in 1947, based his product on paint-can lids. Tupperware does not advertise. It relies on party host influencers – and the currency is word of mouth.
On average, a U.S. Tupperware party runs an hour and a half, and includes eight guests who spend about $400. But it’s no longer just about storing your great aunt’s vegetable soup in a see-through container. Gadgets like Quick Chef, for food preparation, and juice presses, now come in a variety of bright colors and modern design.
“The whole concept we want to get across to men is here’s something you’ve been missing in your arsenal for a long time, and that’s getting some kitchen skills,” continues Goings. “But our focus is really on women to buy the products and say, ‘Wouldn’t it be nice to see my husband do that?’"
In the last few years, we've seen a number of creative efforts from traditionally, female-friendly brands that were looking to revitalize their brand and expand their audience – some successful and some not. Bugaboo strollers is one example of a brand that did a good job masculinizing an arena normally attractive to housewives by adopting the voice of the SUV market. But unlike Bugaboo, this strategy seems more in-line with the "women in beer commercials" technique.
What do you think? Will Tupperwear succeed in convincing both men and women that cooking is sexy – and most of all, will women take the bait?
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