Tupperware Pop-up, Soho New York
227 Mulberry Street, New York, NY 10012
Tupperware has launched a charming pop-up store in New York’s SoHo, its first physical retail space in the USA. The pop up is a great example of experiential, museum-style brand storytelling.
Launched in 1948, in Massachusetts, by Earl Tupper, the brand became famous throughout the 1950s
and 60s for its direct to consumer model of selling; the Tupperware Party – championed by its founder Brownie Wise, who recognised that the product’s USP, the patented, double-seal lid, needed to be demonstrated for customers to appreciate its value in keeping food fresh for longer. Today, Tupperware is sold in over a hundred markets, and the brand still relies on its independent sales-force of nearly 3m.
Whilst Tupperware become a generic term, the brand was superseded by more widely available, often cheaper versions, and revenue dropped significantly. While Tupperware diversified its product line to reflect societal changes, its distribution channels haven’t reflected these shifts. The brand is now trying to turn its fortunes around and is actively looking for ways in which to reconnect with consumers. Interestingly, the physical retail route to market is already being used in India the brand already has over fifty physical retail stores
The pop-up is part of Tupperware’s transformative makeover into contemporary brand, rekindling historic love felt by an older generation, whilst introducing it to a younger audience. It serves as an experimental space that allows Tupperware to test consumer reaction to the brand, the product mix and the activities, such as product and cooking demonstrations.
The opening of the pop-up coincided with the launch of Tupperware’s new website, which allows consumers the opportunity to by direct from the brand for the first time.