Dubbed Kitchen Aphrodisiac, the event in Midtown Manhattan attracted 35 top-tier media outlets and highlighted a Harris Survey, which found that 63% of women find it sexy when their partner cooks. At the event, Tupperware chairman and CEO Rick Goings, showed Bush, who plays for the New Orleans Saints, and Facinelli, who has a role in Showtime's Nurse Jackie, how to prepare a meal using only food, a microwave oven, and Tupperware products.
The event is the first of many that aim to show “Tupperware being used in unexpected places and by unexpected people,” Goings said.
“One of the key issues of a global brand like Tupperware that has been around for over 60 years is that people tend to think that we are what we were,” Goings told PRWeek. “To move that thinking, you have to do unexpected things that are far from the center. We will be doing more [events] like this.”
He said the event also served to demonstrate the variety of Tupperware products, which now include cutlery, cookware and other cooking utensils. In fact, only 25% of Tupperware's current sales are from food storage containers, Goings added.
“I think we got across the idea that one way to a woman's heart is showing her you care by preparing a meal for her,” Goings said. “And we wanted to show [that Tupperware products] can enable men to look much more competent in the kitchen.”
Kitchen Aphrodisiac is the second event executed by Tupperware's AOR Maloney & Fox, which won the account late last year. In February, Tupperware sponsored the fall collection of Project Runway winner Irina Shabayeva, which featured designs that incorporated plastic as one of the clothing materials. Bush and Facinelli were hired specifically for the Kitchen Aphrodisiac event.
Tupperware, headquartered in Orlando, FL, spends no money on traditional advertising, Goings said. The housewares company spends 18% of its roughly $2.2 billion in global sales on promotions, which accounts for all its marketing spend, including incentive travel for sales associates and PR.