Tupperware Relaunch Strategy

This academic marketing strategy project was developed within my postgraduate program in Digital Marketing and Communication at Bologna Business School as part of a group assignment. The brief focused on Tupperware's recent crisis and on how the brand could be repositioned in a market shaped by mobility, conscious consumption, health concerns, and increasingly fast-paced everyday routines. The project explored how its heritage of quality, durability, and reliability could be reactivated in a more contemporary context marked by reduced cultural relevance, market saturation, and stronger competition from convenience-driven alternatives.

The project was developed collaboratively, while my own contribution focused especially on the strategic articulation of the relaunch proposal. I worked on framing the diagnosis of the brand through competitor comparison, insight synthesis, positioning logic, and the translation of research into a clearer strategic direction. In practice, this meant helping define how Tupperware could move from being perceived as an outdated household brand toward a more relevant proposition centred on everyday use, portability, and sustainability.

Our approach combined strategic diagnosis with a repositioning proposal grounded in consumer behaviour and market context. The project used a 5Cs analysis and a SWOT framework to identify the main tensions around the brand and from there we built the relaunch around a set of insights tied especially to Gen Z, including environmental concern, interest in zero-waste habits, willingness to pay for pro-social and healthy products, the importance of aesthetic appeal, and the growing relevance of cooking, takeaway, and meal consumption in professional or on-the-go contexts. On that basis, the project proposed Tupperware as a more contemporary system of reusable food solutions built around on-the-go reliability. The strategic direction was then extended into a communication and activation idea based on “slacktivism”, a low-effort sustainability initiative in which consumers would recycle old containers through in-store collection points and receive a voucher toward the new Tupperware line, reinforcing both participation and the brand's long-term promise.

• —Brand strategy
• —Positioning
• —Competitive analysis
• —Strategic planning