The final company on our Great American Brands list is Tupperware. Tupperware is the only company on the list that actually began in the mid-century. The product was developed in 1946, and Tupperware Parties Inc. was formed in 1951.
Their direct marketing approach allowed women to interrupt normal house tending routines to participate in business. Women could sign up to sell Tupperware by giving Tupperware parties where they earned income. This innovative idea was made possible thanks to a woman named Brownie Wise who established Tupperware Parties Inc.
By the time this ad appeared in the September 1964 edition of Ladies Home Journal, Tupperware was a household name. Most everyone knew of Tupperware and their lidded containers. If the person seeing the ad wanted to buy a set of Tupperware, she would have to attend a Tupperware party.
I recall my mom hosting a Tupperware party in the seventies. As a party host, she was asked to invite friends and neighbors to her home on a specific date a time. The Tupperware rep would then present the items, have a drawing for free prizes, eat some refreshments, and take orders. The ordered merchandise was then delivered to my mom who then delivered the items to party participants. Her reward was free Tupperware.
Now that we can acquire almost anything online, the Tupperware party approach seems like a lot of bother. In today’s world, if you want a set of these wonderful containers, you just go on Tupperware.com and buy them. On the other hand, according to their website, they still do offer direct marketing through parties.
Five years earlier, this 1/2 page black and white ad appeared in Good Housekeeping.
It showed Tupperware containers that could be used in the freezer.
As was the custom in many mid-century magazine ads, the reader could send away for more information. Here, she can also inquire about becoming a Tupperware dealer.
I love this ad from the November 1959 edition of Cosmopolitan.
Here’s another great Tupperware ad with a clever way to show how tightly Tupperware containers seal.
More Information about Brownie Wise
The story behind Tupperware and innovator Brownie Wise is fascinating to us in the 21st century. Her genius has been documented in various ways. Here are 2 YouTube short videos I found, and a reference to her Wikipedia page.