Few storage containers have graced American kitchens as long as Tupperware. The name itself is now synonymous with any plastic container used to store leftovers. And it’s all thanks to BROWNIE WISE, the marketing guru who moved these oddly colored objects from store shelves into living rooms for social events known as Tupperware Parties.
Brownie started her marketing career at Stanley Products. She used the “party plan” marketing system to boost sales during her tenure. But when she expressed an interest in management, she was told that was no place for a woman.
Her next stop was Tupperware, which was only sold in stores. She convinced distributors to give demonstrations, specifically to throw containers at customers to illustrate the product’s leak-proof durability. Her plan worked. Sales grew exponentially and within a year she was offered distribution rights to Florida. Within two years she was made VP of Tupperware Home Parties. It was at this point she suggested removing products from stores and selling exclusively through home parties. Within a year of implementing her plan, sales were over two million.
To ensure this direct marketing scheme continued to grow, Brownie incentivized hosting by creating the Jubilee. Jubilees were annual sales conferences where top sellers earned expensive gifts. It was a huge success, and in 1954 she was the first woman to appear on the cover of Business Week. However, this all changed in 1958.
Brownie published her autobiography and was given credit for Tupperware’s success, a claim that angered owner Earl Tupper. In addition, he accused her of destroying the company’s image by using a Tupperware bowl as a dog dish. The result? She was pushed out of the company and sued for breach of contract. She reached a settlement, but not before Earl removed all mention of her from company history and, in a jaw-dropping act of pettiness, buried all remaining copies of her autobiography in a pit near company headquarters. (Side note: Earl’s next move was to sell the company to Rexall, divorce his wife, and move to Costa Rica. The problem was Earl!)
Tupperware tried to erase Brownie Wise’s contributions, but her legacy lives on through Pampered Chef and Mary Kay. Thanks to Brownie, home parties are still social events.
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