Tupperware uses Go Flex to extend appeal

While the brand had previously unveiled products using a market-by-market approach, the global launch of Go Flex was rolled out across Asia-Pacific at the same time. Regional vice-president of marketing Annette Bossler attributed this strategy to the anticipated popularity of Go Flex in Asia. The 2cm-high container has the ability to expand to three different heights, using a special foldaway design. "We feel this product has specific appeal for the Asian consumer, as it's very space-saving and a lot of Asians take food to work," explained Bossler. "This is the first time we have launched a new product area-wide at the same time, which shows our confidence." Tupperware tasked Grayling Asia with the regional PR push, which involved events held in Singapore for regional and local media, and top performers from the company's local market sales forces. Similar activities are also being handled by Tupperware's PR agencies in other Asian markets. "(PR) is the key tool we use for brand building and brand awareness," saidBossler. Tupperware utilises a direct selling model in all of its Asian markets except China, where direct selling remains restricted. Go Flex also marks an attempt by Tupperware to reach a younger audience, given the demographic shifts that are currently taking place in Asia. "In Asia, (there are) many countries with a large percentage of people under 25," said Bossler. "We believe there is an opportunity to have more products to appeal to that generation. We are targeting key customers of tomorrow." Tupperware's typical demographic skews towards females between their late twenties and late forties. "Consumer affection for Tupperware is as strong as ever," added Grayling managing director James Acheson-Gray. "Go Flex reinterprets the traditional values of the brand in a contemporary idiom, which is sure to be a big success with younger consumers." With Asia accounting for 19 per cent of worldwide Tupperware sales in 2003, Bossler sees the region as being of crucial importance, particularly the growth markets of Indonesia, India and China. "In our growth markets, we have very rapid growth and we want to keep that going," said Bossler. "In more mature markets, we have to intensify our PR and get products like Go Flex in front of younger consumers."