The Midcentury Kitchen: America's Favorite Room, from Workspace to Dreamscape, 1940s-1970s by Sarah Archer

Author:Sarah Archer [Archer, Sarah]
Language: eng
Format: azw3
Publisher: Countryman Press
Published: 2019-05-06T16:00:00+00:00

“Bake in glass!,” Corning Glass Works, published in Good Housekeeping, New York, 1915.

A Tupperware party, 1950s.

But it wasn’t an instant hit. Although we’re used to the faint smell of plastic today—it’s all around us—consumers in the 1940s were used to metal and glass. The idea that something lightweight and flexible with an unfamiliar chemical scent should be used in the kitchen didn’t sit well with everyone. Tupperware wasn’t doing as well as Tupper had hoped in department stores. So Tupper teamed up with a woman named Brownie Wise in 1948. Wise had called Tupper’s office to let him know about her success selling Tupperware at parties. Tupper and Wise devised a marketing strategy to sell Tupperware using the “party-plan,” in which women would invite friends, demonstrate how Tupperware worked, and sell sets to their guests. Discovering Tupperware in a kitchen or living room seemed to make all the difference: women could see themselves using it, and the party-plan became the mainstay of Tupperware’s business.

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