Tupperware proves that bad cause marketing exists.

Tupperware has a new campaign on a separate Facebook page called “Chain of Confidence” to “honor women around the world and the profound, life altering impact that they can have on one another. The campaign celebrates the powerful bonds of friendship that connect women together.”

Okay Tupperware, we get that your demographic is women. And although aligning yourself with a food-related cause would make more sense, we get that perhaps you wanted something more personal. And your Facebook page’s info section does explain that Tupperware allows sales consultants to generate their own income, which might build confidence. But the campaign itself is disjointed. The “Confidence Counselors” tab showcases dolled up women telling their stories (are they supposed to be peers or authority figures? They aren’t providing any sort of counseling), including Kelly Clarkson providing some after-school-special-type explanations of what confidence means to her. The tab ends with a link to find out more about boosting your confidence; it leads directly to their direct sales enrollment page. Seriously? It feels a little sleazy to slam a sales pitch onto someone who has just said, “Yes, I need help with confidence” without even providing them the education or resources they were expecting.

The other tabs include Kelly Clarkson’s video again, with an announcement that they’ll donate $1 for every person that “likes” this page to the Boys and Girls Club of America. Yes, that’s a great organization which builds confidence, but in youth and in both genders, seemingly not aligned with Tupperware’s mission to “honor women around the world.” Then there is a Merchandise tab, which sells products like limited edition t-shirts based on the campaign. Only when you click on an item, does it explain that the net, not gross, proceeds from the sales go to the Boys & Girls Club of Central Florida. (Again, worldwide women are involved how?)

Perhaps this Chain of Confidence campaign will do some good, and I’m sure Boys & Girls Club will be happy to receive the financial support. But does this really speak well for Tupperware and position them as a responsible and community-oriented company? Will this help them do well? I would say no, but would love to hear what others think.

Creative, Culture | 10.16.2018
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