Tupperware seals its position

Plastic container manufacturer Tupperware is to launch new literature this month incorporating its new positioning statement, “Show thought”. Design work is by London consultancy Dialog.

Dialog has been working with the Swiss company to “create a new and unique positioning” for Tupperware, claims Dialog’s managing director Grahame Jones.

“Tupperware has become generic for plastic and images of housewife parties, which has affected how people see the company. These perceptions and the advent of high street imitators have impacted on sales,” says Jones. “But Tupperware is still the market leader, selling innovative and quality products.”

Research by Dialog found that Tupperware is associated with “innovation, education, intelligence and thoughtfulness”, according to Jones.

Dialog used these corporate attributes to develop the “Show thought” positioning statement for universal use by the company.