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Tupperware Brands Launches “Chain of Confidence” Social Media Campaign Aimed at Empowering Women Around the World

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Multi-Platinum and Grammy Award-winning artist Kelly Clarkson to headline kickoff benefit concert

Tupperware to donate net proceeds from “Confidence” merchandise and $1 for every “like” to Boys & Girls Clubs of America

ORLANDO, Fla., May 12, 2011 /PRNewswire/ — Tupperware Brands Corporation is re-launching its “Chain of Confidence” (COC) Facebook page today at, providing an online forum where visitors can share stories, get advice from others and form bonds with like-minded women around the world. The page is an online community that serves to help women achieve their personal and professional goals.

“Tupperware is passionate about changing women’s lives,” said Rick Goings, Tupperware Brands Corporation Chairman & CEO. “While this is something that we have been practicing for decades, we are now encouraging a broader audience to participate in this global movement.”

To celebrate the launch of the new COC Facebook page, Multi-Platinum and Grammy Award–winning artist Kelly Clarkson will headline the Confide + Conquer concert May 25 at the Highline Ballroom in New York City. The private concert serves to raise awareness for the Chain of Confidence program.

“I know firsthand how tough it can be to stay true to who you are and feel confident about yourself,” said Clarkson, whose exclusive video about confidence is now live on the page. “The fact that Tupperware helps so many women accomplish this is incredible and something I’m thrilled to be part of.”

To help the confidence chain grow, Beverly Bond, professional DJ and founder of Black Girls ROCK! ™, non-profit youth empowerment and mentoring organization, and Abby Z., fashion designer and stylist, will be posting new video messages to the COC Facebook page each week in their role as Confidence Counselors. Bond and Abby Z. will share their own stories of how they achieved success and offer simple tips to help other women realize their dreams.

The COC re-launch also marks the start of Tupperware Brands’ partnership with innovative fashion designer Aimee David of e.vil, who created a one-of-a-kind line of Confidence merchandise exclusively for Tupperware Brands. David’s designs will be available for purchase both at the Confide + Conquer concert and at Net proceeds from merchandise sales will benefit the Boys & Girls Clubs of America.

In addition, Tupperware Brands will donate $1 to the Boys & Girls Clubs of America for each of the first 25,000 “likes” of the newly re-launched COC Facebook page.

“Empowerment should start at as young an age as possible. That’s why we look forward to using the Chain of Confidence to provide the Boys & Girls Clubs of America with continued support,” Goings said.

Educating, empowering and inspiring women has been part of the Tupperware Brands philosophy since the very first Tupperware Party was held in 1948. During a time when women were not readily welcomed into the traditional workforce, Tupperware’s direct-selling technique gave women confidence and financial independence.

To learn more, visit or join the #Confidence chain at Twitter handle @confideconquer.

About Tupperware Brands Corporation

Tupperware Brands Corporation is a portfolio of global direct-selling companies, selling premium innovative products across multiple brands and categories through an independent sales force of 2.6 million. Product brands and categories include design-centric preparation, storage, and serving solutions for the kitchen and home through the Tupperware brand and beauty and personal care products for consumers through the Armand Dupree, Avroy Shlain, BeautiControl, Fuller Cosmetics, NaturCare, Nutrimetics, and Nuvo brands. For more information, log on to

About Tupperware Brands Chain of Confidence

The first “link” in the Tupperware Brands Chain of Confidence was created in 1948 by a woman named Brownie Wise, who helped women achieve financial independence before they were fully accepted into the traditional work force. By offering women the opportunity to become a Tupperware Sales Force Consultant, Wise taught women to take ownership of their destinies and the importance of mentoring one another. Today, more than 60 years later, this kind of support remains essential both to a woman’s success and to the Tupperware Brands mission.

SOURCE Tupperware Brands Corporation


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