Tupperware, the iconic brand known for its airtight plastic containers, has filed for bankruptcy. The company’s downfall serves as a reminder of the crucial role marketing plays in maintaining brand relevance and distinctiveness. Earl Tupper invented Tupperware in the 1940s, transforming how Americans store their food.
I am so old that I can still remember when Tupperware was the hottest must-have item in our parents' homes.
And what do we learn from this? If you hold on too long to yesterdays success, you will be bankrupt tomorrow. https://t.co/2ygjFz2bm3— Ralf Fuecks (@fuecks) September 20, 2024
Women started selling the containers to friends and neighbors through “Tupperware parties.” The product quickly became ubiquitous. However, by the 1980s, as Tupperware’s patent expired, copycats emerged. The company struggled to keep up with competitors in recent years, leading to its bankruptcy filing this week.
No sex, no sup, just tup, tup, tup!* Here's my guide to the best Tupperware alternatives!
*According Wikipedia, this was the official Tupperware party slogan – probably nonsense, but very funny nonsensehttps://t.co/LKtK7aT8Mt
— Jack Rear🏳️🌈 (@jacksayspurple) September 19, 2024
Being the first to bring a product to market, known as the “first-mover advantage,” doesn’t guarantee long-term profitability. Companies that follow an innovator benefit from the established customer base and can learn from their predecessor’s mistakes. Tupperware fell into some common traps.
“For Tupperware,” @loracorkelley writes, “being first wasn’t enough.” The decline of the company, which filed for bankruptcy this week, is a reminder that in the world of business, the spoils often go to the imitators. https://t.co/lh9JyrRgeT
— No Comps (@NewBlackMan) September 21, 2024
Competitors pulled ahead by offering higher-priced glass containers appealing to sustainability-minded consumers or cheaper, lighter alternatives.
On air, NPR said that Tupperware is going bankrupt because people are eating out more
In reality it’s because anyone can make and sell plastic and they disproportionately rely on network marketing middlemen – “Tupperware parties.”https://t.co/V4HpEMgCDv
— Javaun Moradi (@javaun) September 19, 2024
Tupperware’s marketing missteps
Tupperware got stuck in the middle, not meaningfully modernizing its design while not being the most affordable option.
The company also didn’t sell products at traditional retailers or on Amazon until 2022, instead relying on the direct-sales approach that initially made it successful. The “Tupperware parties” that worked when fewer American women had jobs outside the home lost appeal over time. Tupperware said it plans to seek permission to continue operating during bankruptcy proceedings and has implemented a strategic plan to modernize operations and drive growth.
Despite Tupperware’s influence on American kitchens, many people may not notice if the company collapses. The term “Tupperware” has become synonymous with resealable food containers, even if those containers aren’t from the actual brand. This phenomenon, known as “genericide,” occurs when a brand name becomes so well-known that it replaces the product itself.
Kleenex, Band-Aid, and Ziploc are other examples of brands that have experienced this. Tupperware’s downfall highlights the importance of effective marketing in maintaining brand relevance, distinctiveness, and differentiation in an increasingly competitive market. The company’s bankruptcy filing serves as a cautionary tale for other iconic brands.
