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April 5, 2017

Still Raining. Still Pouring.


The Morton's Salt Girl Morton hired advertising agency N.W. Ayer and Company to put together a marketing campaign that would promote the anti-caking properties of his salt.
The ad team came up with a long list of marketing plans. They pitched their most promising concepts to the salt company’s executives, but it was Morton’s son who saw genius in one of the throwaway ideas – a little umbrella-wielding girl, accidentally pouring salt in the rain. The illustration epitomized wholesomeness and innocence. It also demonstrated the value of Morton salt – it will pour easily, even if you’re standing in a rainstorm. The company paraphrased an old adage for the accompanying catchphrase: “When it rains it pours.” The ad debuted in Good Housekeeping magazine in 1914. In the years since, Morton’s little girl hasn’t aged more than a few years, but she has made some changes to keep up with the times. The first makeover came in 1921, when her hairdresser changed her blonde mop to straight, dark hair. In 1933 – as Shirley Temple’s career as a child actress took off – she co-opted the child star’s trademark curls.

Posted by gerardvanderleun at April 5, 2017 9:32 AM. This is an entry on the sideblog of American Digest: Check it out.

Your Say

It's an ad campaign that worked: Morton's is the only brand of salt that I have ever bought.

Posted by: anonymous at April 5, 2017 2:28 PM

That better be a transgender boy or else I'm going to boycott ... er, um, I mean girlcott Mortons.

Posted by: edaddy at April 5, 2017 6:08 PM

Notice how the boxes of salt appear to get smaller with the years. Maybe the girls got bigger? Maybe it's perspective? Maybe Morton gives you less salt for your money? My money's on the last one.

Posted by: billH at April 6, 2017 6:51 AM

I've always had a laugh at the gyrations that the Ad Men go through to tell you that this salt is better than that salt product. Horse Pucky! Salt is NaCl and cannot be anything other than that.

Whether it's Morton's NaCl or Marvin's NaCl it's ALL THE EFFIN' the same.

Posted by: Vermont Woodchuck at April 6, 2017 9:20 AM

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