![]() ![]() At a time when women came back from working during World War II only to be told to "go back to the kitchen", Tupperware was known as a method of empowering women and giving them a toehold in the postwar business world. ![]() ĭuring the early 1950s, Tupperware's sales and popularity exploded, thanks in large part to Wise's influence among women who sold Tupperware, and some of the famous "jubilees" celebrating the success of Tupperware ladies at lavish and outlandishly themed parties. Wise soon created Tupperware Parties Inc. As a result, Brownie Wise was made vice president of marketing in 1951. Wise, a former sales representative of Stanley Home Products, developed the strategy. She realized, that she had to be creative and therefore started to throw these Tupperware parties. The " party plan" model relies on characteristics generally assumed of housewives (e.g., party planning, hosting a party, sociable relations with friends and neighbors).īrownie Wise (1913–92) recognized Tupperware's potential as a commodity. The Tupperware party enabled women of the 1950s to earn an income while keeping their focus in the domestic domain. ![]() Tupperware developed a direct marketing strategy to sell products known as the Tupperware party. Tupper had already invented the plastic for Tupperware in 1938, but the product succeeded with the emergence of the "sale through presentation" idea, held in a party setting. He developed plastic containers used in households to contain food and keep them airtight, which featured a then-patented "burping seal". Tupperware was developed in 1946 by Earl Silas Tupper (1907-1983) in Leominster, Massachusetts. ![]()
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