Brownie Wise
Encyclopedia
Brownie Wise was a pioneering American saleswoman largely responsible for the success of Tupperware
through her development of the "party plan
" system of marketing
.
A former sales representative for Stanley Home Products, Wise found Tupperware to be a product with broad appeal and soon began selling it at home parties. In 1950 she moved to Florida and created a social networking marketing system through dealers and sellers that quickly outsold Tupperware's store sales. This caught the attention of Earl Tupper
, Tupperware inventor, who invited her to be vice president of Tupperware Home Parties in 1951. She insisted that he market his products exclusively through party plan
s, where women invited friends and neighbors to a combination social event/sales presentation.
Wise ran the sales division, Tupperware Home Parties, Inc, from Kissimmee, Florida
and had the freedom to implement her marketing strategies. Her methods were extremely successful. Her ability to tap into popular culture, the desire for happiness helped recruit thousands of women into a career at a time when a woman's role was conventionally tied to the home. Her noted TV appearances, magazine and newspaper articles made her a household name. In 1954 she became the first woman to appear on the cover of Business Week.
Wise invented much of the corporate culture of Tupperware and, by extension, other party-plan marketing organizations. She was especially keen on incentives, one of the chief ones being trips to Florida
to the annual 'Jubilee' at company's sales headquarters for motivational meetings and socializing with other successful representatives. Top sellers would be presented with exotic gifts such as speedboats, trips and appliances carefully planned in the company of their husbands. She created idioms and rituals such as pilgrimage to a specially designed well in the Tupperware grounds for sellers to cast their wishes, "Brownie Wings" and costumed graduation ceremonies. Dealers would go on treasure hunts where prizes would be buried in the ground. Extravagant shows, parties and motivational talks comprised the four day convention.
Wise was presented to the company's representatives as something of an idealized 1950s woman. Her marketing skill in leveraging the social networking model and motivating thousands of women to come together in their homes to sell Tupperware was unrivaled. The essential liberation of many women through earning their own salary in the context of male-driven post-World War II
, pre-feminist culture
of the 1950s created many challenges. Her own relationship with Earl Tupper was in constant flux. Soon the private face of Tupper and the public one eventually headed towards irreconcilable differences as Wise's success turned her into a celebrity. In 1958 Tupper forced Wise out. Soon after every reference to her was removed from company literature; it was as if she had never existed. She owned no stock and left with one year's salary.
Wise attempted to form her own party-plan cosmetics
company, Cinderella, but was unsuccessful; after this she largely faded from view and died in relative obscurity in 1992. Soon after he parted ways with Wise, Tupper sold the Tupperware organization to Dart Industries for US$16 million.
Tupperware
Tupperware is the name of a home products line that includes preparation, storage, containment, and serving products for the kitchen and home, which were first introduced to the public in 1946....
through her development of the "party plan
Party plan
The party plan is a method of marketing products by hosting what is presented as a social event at which products will be offered for sale. It is a form of direct selling...
" system of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
.
A former sales representative for Stanley Home Products, Wise found Tupperware to be a product with broad appeal and soon began selling it at home parties. In 1950 she moved to Florida and created a social networking marketing system through dealers and sellers that quickly outsold Tupperware's store sales. This caught the attention of Earl Tupper
Earl Tupper
Earl Silas Tupper was the inventor of Tupperware, an airtight plastic container for storing food.-Biography:...
, Tupperware inventor, who invited her to be vice president of Tupperware Home Parties in 1951. She insisted that he market his products exclusively through party plan
Party plan
The party plan is a method of marketing products by hosting what is presented as a social event at which products will be offered for sale. It is a form of direct selling...
s, where women invited friends and neighbors to a combination social event/sales presentation.
Wise ran the sales division, Tupperware Home Parties, Inc, from Kissimmee, Florida
Kissimmee, Florida
Kissimmee is a city in Osceola County, Florida, United States. As of the 2010 census, the population was 59,682. It is the county seat of Osceola County...
and had the freedom to implement her marketing strategies. Her methods were extremely successful. Her ability to tap into popular culture, the desire for happiness helped recruit thousands of women into a career at a time when a woman's role was conventionally tied to the home. Her noted TV appearances, magazine and newspaper articles made her a household name. In 1954 she became the first woman to appear on the cover of Business Week.
Wise invented much of the corporate culture of Tupperware and, by extension, other party-plan marketing organizations. She was especially keen on incentives, one of the chief ones being trips to Florida
Florida
Florida is a state in the southeastern United States, located on the nation's Atlantic and Gulf coasts. It is bordered to the west by the Gulf of Mexico, to the north by Alabama and Georgia and to the east by the Atlantic Ocean. With a population of 18,801,310 as measured by the 2010 census, it...
to the annual 'Jubilee' at company's sales headquarters for motivational meetings and socializing with other successful representatives. Top sellers would be presented with exotic gifts such as speedboats, trips and appliances carefully planned in the company of their husbands. She created idioms and rituals such as pilgrimage to a specially designed well in the Tupperware grounds for sellers to cast their wishes, "Brownie Wings" and costumed graduation ceremonies. Dealers would go on treasure hunts where prizes would be buried in the ground. Extravagant shows, parties and motivational talks comprised the four day convention.
Wise was presented to the company's representatives as something of an idealized 1950s woman. Her marketing skill in leveraging the social networking model and motivating thousands of women to come together in their homes to sell Tupperware was unrivaled. The essential liberation of many women through earning their own salary in the context of male-driven post-World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, pre-feminist culture
Culture
Culture is a term that has many different inter-related meanings. For example, in 1952, Alfred Kroeber and Clyde Kluckhohn compiled a list of 164 definitions of "culture" in Culture: A Critical Review of Concepts and Definitions...
of the 1950s created many challenges. Her own relationship with Earl Tupper was in constant flux. Soon the private face of Tupper and the public one eventually headed towards irreconcilable differences as Wise's success turned her into a celebrity. In 1958 Tupper forced Wise out. Soon after every reference to her was removed from company literature; it was as if she had never existed. She owned no stock and left with one year's salary.
Wise attempted to form her own party-plan cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
company, Cinderella, but was unsuccessful; after this she largely faded from view and died in relative obscurity in 1992. Soon after he parted ways with Wise, Tupper sold the Tupperware organization to Dart Industries for US$16 million.