Make the logo bigger's comment yesterday -- that Brooke Shields is now a mommy blogger -- made me realize exactly why Tupperware's Chain of Confidence is so very worthy of scorn: It's unnecessary. Also: it needs jokes.
Chain of Confidence describes itself as "a place to contribute your experiences" and invites you to "inspire others by sharing stories of how your friends have helped you to be more confident....share your thoughts to help build our network of confident women." So just in case iVillage or blogs or the Oprah message boards seem emotionally unavailable to you, Tupperware is here. At long last.
Since Tupperware is now selling cosmetics as well as bowls, I can only assume this is their attempt at a Mary Kay-ish sisterhood. But Mary Kay Ash was real, with a built-in personal story that's still compelling and loveably quirky. The Chain of Confidence site is a creative brief with photos. It follows the same template -- you know, the 7-point template -- for talking to a woman that says you have to show photos of other women, tie in to nurture-themed social causes and celebrate her friends. Apparently because facts might confuse her. It was a lifeless approach even by the time American Airlines copied it. I'm only offended that no one ever tries to make a girl laugh. Why can't the TV spots during Ugly Betty be as entertaining as the show?
As for Brooke Shields: obviously Tom Cruise's anti-drug rant was the best thing that ever happened to her -- endorsement deals ensued! as did Congressional testimony! -- but it happened to her, she didn't achieve it. Is that confidence-building?