An Advertising campaign for Tupperware Philippines, Inc.

• Main Authors: Castelo, Maribini, Paderna, Mary Ann, Sioson, Ronald, Uy, Rosemarie
• Format: text
• Language: English
• Published: Animo Repository 1991
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16824
• Institution: De La Salle University

The group is proposing an advertising campaign for Tupperware Philippines, Inc. Specifically, a freshness campaign that will reinforce consumer perception that Tupperware is the highest quality plastic storage and serving product. In addition, another objective of the advertising campaign is to continue awareness of Tupperware products on all socio-economic groups, particularly A, B and C income groups. The media objective in the campaign would be to reach at least 70% of women, ages 16 to 60, living in Metro Manila and key urban areas of the Philippines, from A, B and C income brackets and at least 4 times per purchase cycle. Television will be the only medium used in this campaign which will try to convince target users that Tupperware keeps food fresh longer. The campaign will run on the second quarter of 1992 because summertime is the best time for Tupperware to purchase media placements since the beach setting is used in the television advertisement. For the advertising budget, the group has allocated P 5.5 million-P 1.1 million for production P 3.4 million for media placements for 3 months P 50,000 for evaluation of the campaign and P 1,000.000 reserved for opportunity buys. For the evaluation of this campaign, surveys and questionnaires will be conducted. Tupperware will have an independent agency to do the evaluation for them. All these efforts will hopefully contribute to the success of the campaign.