Tupperware Brands Corporation remains one of the most trusted brand names in houseware for more than 65 years with a commitment to delivering high-quality products, while also promoting women’s empowerment, both within the organization as well as the communities in which they work.


Tupperware Brands sought to reaffirm its leadership within the relationship-based selling category by rallying its Associates and 3-million-strong Sales Force around its mission of women’s empowerment.


The company has a decentralized business model and regional complexity, elaborating the challenge at a time when women’s empowerment was becoming a crowded space.


In collaboration with FUTUREBRAND and their brand story work, We First provided brand story workshops at Tupperware Headquarters in the US, Austria and Singapore; defined the cultural conversation that Tupperware Brands should lead; and provided a roadmap for the integration of its new story across the company with employees and its Sales Force.


Tupperware Brands received strategic guidance on how to lead a global cultural conversation, as well as tools and training for its Global Marketing Teams and Associates.


"Tupperware has always been a purpose-driven company, with women’s economic empowerment being at the very core of our business model. The We First team helped our management team understand the competitive advantage we could achieve by communicating our purpose to a wider audience on a global scale. Not only did they come to understand and appreciate the fundamentals of our business, they were key in helping us develop the right kind of messaging to ensure Tupperware‘s future growth based on our purpose."

Kristina Goings
Global Creative Director, Tupperware Brands Corporation