Tupperware
Voila Glass: The Choice is Clear
Your health is priceless.
Context
A mock strategy project focused on helping a brand in the decline stage of the product life cycle reposition itself for growth.
Tupperware was selected due to falling sales and an aging brand perception.
Insight
Primary research showed that Gen X prioritizes health when choosing food storage products.
Tupperware’s new product, Voila Glass, aligned with those values but was not being promoted in the channels where Gen X consumers shop.
Problem
Sales have declined by more than 50% since 2013, and many Gen X consumers associate Tupperware with their parents’ generation.
At the same time, cheaper competitors dominate the food storage market.
Outcome
The campaign “The Choice Is Clear” positioned Voila Glass as the healthiest option in food storage.
The project won first place in a marketing strategy competition judged by five industry professionals, receiving a mock $500,000 investment.
