Brand equity through school lunches
Containers for Indonesian schools to give to their students for use at lunch and for transporting food from home. These were to be our brand ambassadors to many families that didn't have access to Tupperware, so they had to be leak-proof, secure, very easy to open and endearing. After huge success in Indonesia, the containers were offered globally.
No more kids removing lids with their teeth. The asymmetric opposing tabs allow even young kids to get enough leverage on the lid to easily remove it. This detail was so effective that it was carried forward to other products and became a brand signature.
