The Tupperware Project of 2025: Here to save the day!

The Tupperware Project of 2025: Here to save the day!

1. Pitch Perfect: The Tupperware Plan of 2025 Jordan Ambrose

2. PROBLEM STATEMENT ‹#› "In recent years, Tupperware has experienced a persistent decline in sales, with sales dropping 18% in 2022 and no significant recovery since Q3 2021, compounded by a failure to adapt its traditional direct-sales model to shifting consumer preferences and a competitive market flooded with cheaper alternatives. Despite a brief surge in demand during the COVID-19 pandemic, rising costs of raw materials, shipping, and labor have eroded profitability, while the company’s delayed transition to digital-first strategies and retail partnerships, such as its 2022 Target initiative, has failed to regain market traction. This on top if having an aging demographic has led to severe financial strain, culminating in a Chapter 11 bankruptcy filing in September 2024, with liabilities estimated between $1 billion and $10 billion, threatening the company’s ability to continue as a viable business."

3. The proposed target market is single (not married) college-aged (18-22) Generation Z men and women who have a private residential space in California whether that is a college dorm, an apartment, or a home. They also have an interest in sports or fitness, love cooking, and love throwing parties or having get-togethers. Social media will be the main way to get to this target audience TARGET AUDIENCE ‹#›

4. ‹#› MEET JACKSON Jackson is a 21 year old who is a full-time student at Stanford University He is a California native and played sports all throughout high school but went to Stanford to focus on getting his engineering degree After two years of living in dorms he decided to live right off campus in the student apartments Jackson works out 4 times a week and meal preps during the week but loves to party on the weekend During his off time on the weekend he tends to throw get togethers where the eat and pregame before they go to the bar Jackson is typically the host for any big sports event like the Super Bowl, NBA Finals, Boxing matches, etc.

5. MEET ALLISON Allison is a 18 year old incoming freshman at UCLA She is a California native who played volleyball in high school but is looking to enjoy college and begin her studies to become a biologist She loves Tik Tok and does lots of shopping on the Tik Tok shop She works out 3 days out the week and diets on occasion to manage weight Allison loves trendy items like Stanley cups and likes to style her accessories based off her favorite colors (Purple and Pink) Although she does not plan on cooking much her first year, she wants to have items like ramen noodles to cook in her dorm Her parents plan on helping financially in getting items she might need to get for her dorm

6. SMART GOALS Increase website traffic on Tupperware’s online Website by 75% in a span of 60 days Use targeted ads on Instagram, TikTok, and Snapchat to increase the click rate on Tupperware’s website Promote social media challenges to increase shared media Use a celebrity sponsor and also brand ambassadors on college campuses to grab the attention of the target market (Gen Z) on social media platforms like TikTok, Instagram, and X Have an admin answer any questions or comments to increase engagement and promote a community-type of feel ‹#›

7. SMART GOAL #2 Increase Tupperware’s YouTube subscriber count by 10k within a span of 6 months Use Gen Z social media influencers to host a weekly cooking show Use YouTube shorts for short form content to increase engagement Use social media challenges to increase usage of certain hashtags Increase in rate of posts by at least 50% Have people sponsor Tupperware on their personal pages as a partnership, and link Tupperware’s Youtube channel in the description

8. SMART GOAL #3 Launch a College Campus Ambassador Program to increase brand visibility by 30% on college campuses and increase engagement among Gen Z . Establish a Tupperware Campus Ambassador program at 10 major universities in California specifically with influencers. Can be quantified by tracking sales numbers at campus stores and also email traffic via tracking student emails Recruit 2 ambassadors per university, aiming for a total of 20 ambassadors, each committed to hosting 2 Tupperware-themed events (like cooking workshops or themed parties) per semester. Provide ambassadors with starter kits including Tupperware products, promotional materials, and digital content for social media. Offer incentives like commissions on sales or exclusive Tupperware items.

9. ‹#› LET’S GET THIS STARTED

10. PESO PLAN

11. PURPOSE STATEMENT " For active college students in California who love cooking but also always on the go, Tupperware is the only one that delivers innovative, long-lasting food storage solutions because Tupperware is committed to designing durable, sustainable products that simplify life and reduce waste."

12. CREATIVE BRIEF

13. WHAT ARE WE COMMUNICATING? Although Tupperware has been around for a long time it is time for a change Gen Z is the future and appealing to them is the key to success for Tupperware Despite previously appealing to older generations in the past, Tupperware is essential for the active ‘Zoomer’ Lifestyle.

14. MOST IMPORTANT THING TO KNOW ABOUT GEN Z Gen Z is more likely to purchase based off of “influencer advertising” 80% of Gen Z’ers have reported to buy a product they have seen on social media (Forbes, 2023). It is imperative that social media advertising is the focal point of this media plan

15. PROMISES AND TACTICS Tupperware is affordable, reliable, and will last a lifetime This promise needs to be plastered via videos on social media Whether subtle or through action. Sponsors and videos from the company showing the reliability of Tupperware and its diverse capabilities is crucial

16. HOW ARE WE GOING TO EXECUTE? Using a few sponsors to promote the brand through social media and commercials. The rest will be through Earned, Shared, and Owned media Launch a College Campus Ambassador Program to increase brand visibility by 30% on college campuses and increase engagement among Gen Z. Create an internet social media sweepstakes challenge for Spring Break Incentivize students to post their experiences to have a chance to win prizes or money

17. PUTTING THE PLAN INTO ACTION Heavy, staggered, spurts of advertising and increased posting up until day 150 From day 159 to day 320 use profit margins to invest in sponsored ad campaigns into the Holiday season Shared and earned media generated on California campuses by campus brand ambassadors will also run concurrently for the full 320 day campaign. Having seasonal spring break challenges and cooking videos for the holidays will promote the necessity of Tupperware year around