Tupperware launches nationwide ‘She Can, You Can’ campaign

by EVENTFAQS Bureau | Marketing | June 18, 2012 | News

This campaign endeavours to bring out the hidden achievers in the woman of today who are shy to highlight their achievements and keep doing it as part of their day. Tupperware believes that every woman has a hidden celebrity inside her and all it takes is a keen eye and the confidence to find her in oneself. Thus, the brand launched this campaign as an endeavour to celebrate the power of a woman and inspire her to touch the zenith of her success. Through ‘She Can, You Can', women will be encouraged to come out and share their experiences and show the world what kind of role model they can become for fellow women.

Commenting on the campaign and its rationale, Anshu Bagai, Marketing Director, Tupperware India said: "There are two aspects to brand Tupperware. On one hand, we have innovative kitchen solutions and for that, you have seen a lot of creative campaigns from Tupperware over the last couple of years. These have clearly established Tupperware as a leader in this category. However, the other part of Tupperware is Women Empowerment which is very deeply ingrained in the DNA of Tupperware. Being a direct selling organisation, we have an all-women sales force where a lot of them come from a very simple background but go on to achieve big things in life. They not only earn money, which helps them to support their families, but the exposure they get when they join Tupperware makes them far more confident individuals. It is this that we are celebrating in this campaign."

This campaign has been conceptualized and executed by IBD India, a Percept-Hakuhodo company. Intended to highlight young women achievers who thought out of the box and went the extra mile to realize their dreams, the first woman sarpanch in the country Chhavi Rajawat and founder and CEO of DesiCrew Saloni Malhotra, have been roped in as role models of people who brought about changes in the lives of those around them. By creating an emotional connect with their success, the role models will act as a source of motivation for the modern woman.

Regarding the execution of the campaign, Jyotsna Chauhan, COO, IBD Brands said: "For over 16 years, Tupperware has been giving women in India a platform to exercise their economic freedom. "With ‘She Can, You Can', the idea is take this philosophy to the next level by setting up role-models who can be emulated and also highlight how Tupperware has been a catalyst of this change. The idea was based on a simple insight: in the face of a challenge one always responds ‘If you can, why can't I?'. This bravado is deeply ingrained in our psyche. We just had to bring together visual role models and connect them with the audience and let their words of inspiration do the rest. The idea was more of a dream at Tupperware which we let take its own path and chart its own course of action."

The on-ground aspect includes RWA activities and She Can events across various pockets of the country. Regarding the need for BTL activities, Bagai said: "As a direct seller, BTL is the core of our marketing initiatives. Since we have no retail presence, it is important for us to reach out to our end consumers and give them an opportunity to touch and feel our products, leading to a desire to own them. At our ground activities, we demonstrate our products, engage our consumers in fun activities involving the products and give out gratifications, but we don't make any sales. The leads generated at these events are given forward to our sales staff to follow up. Our regular BTL activities include mall access programs, office engagement programs, school access programs, RWA activations, kiosks at residential complexes, mobile vans and other special activations specific to some campaigns."

The initiative is being promoted using a 360 degree media amplification strategy which includes TVCs in Hindi, English and Tamil; print advertisements; social media; BTL activities; and on-ground activations like seminars and workshops to enlighten women across the country. The nationwide campaign is being launched in two bursts - the first from June 15 to the first week of July, and then again mid-July. The TVC was supported with a teaser launch across social media, followed by a grand launch across mediums on the launch date.