Photo Credit: Sara Danielsson/getty images
This article about Tupperware’s efforts to expand its brand identity beyond food storage by staging a publicity event called Kitchen Aphrodisiac made me laugh, though I’m not sure it was supposed to. Sex certainly sells, but will it really sell Tupperware?
In the article, Andrew Adam Newman of the New York Times writes that press invites noted that the majority of women “find it sexy when their partners cook.” True that, but what this has to do with Tupperware's new salad-spinner-style crank chopper is beyond me.
By creating this gadget for men, but marketing it to women, the roundabout swirl of gender-tinged advertising makes my brain hurt. Are men so easily manipulated that if their wives or girlfriends buy them funky chopping gadgets they’ll actually cook more? I wanted to find out.
So I conducted an exceptionally unscientific poll of my male cohorts, asking: “Would you be more likely to cook if your [mate] bought you a crank-style food chopper-gadget?”
They all said no. One said: “I'd admit that as a male person I'm initially attracted to gadgets, but time in the kitchen eventually teaches you to fetishize the simple, most utilitarian tools like good knives…” Another agreed: “No... I like chopping with a knife!” A third: “Knives are better, so no gadgets please.” And a fourth: “I don't think I'd be pissed if I got one. I'd just think the person had a good heart and knew I liked kitchen stuff but really had no idea what he was buying.”
I like Tupperware just fine, particularly their cupcake carriers, but when I want my husband to cook dinner, I try this amazingly revolutionary approach. It goes a little something like this:
“Honey? Will you cook dinner?”
“Sure,” he says.
And then he cooks.
No gadgets, no manipulation. Time, money, and kitchen real estate saved.