Dec 21 2008
The Morton Salt Girl
“Even in rainy weather, it pours freely.”
Almost Morton’s slogan
Not really catchy, is it? But if you love salt as much as I do (and I know you do!) chances are you have a container of this brand of heavenly goodness in a circular paper package with a little metal spout (that hurts a little to open, yes?) somewhere in your house. Or maybe their rock salt, especially this time of year. Have you ever paid attention to the slogan or the Morton Salt Girl? I mean, really thought about it?
Here’s a bit of history. Way back in the days of yore, we’re talkin’ back in 1910, folks loved salt as much as we do today (probably even more because Monterey Steak Seasoning wasn’t around back then) but had one small problem: every time it got a bit humid outside and started raining, their salt would clump up and turn into a dry little yuck ball. Yes, a “yuck” ball. Who wants that? But along came Morton , in 1911 and their first advertising campaign came around in Good Housekeeping with the basic concept that is still the same today.
Well, Morton started adding magnesium carbonate to their salt and this meant that their salt didn’t clump up or “cake.” Their salt always pours freely, even when it rains. When advertisers brought Morton Salt this idea it was accompanied with the slogan at the top of the page and a logo of a little girl with an umbrella. Morton loved the idea so much they immediately agreed, but of course the slogan needed a bit of tuning. Well… what else gives you the same idea as this? “Always pours,” “never clumps” etc. What did they come up with? Creative genius! “When it rains, it pours.” How simple and catchy is that? It states that no matter the weather, their salt is better than the other guy because you can be sitting there in your house, with your nice bread and butter and bit of dried up meat and when your neighbor starts crying because his steak is bland, with Morton’s you can sit on your high horse and let it snow!
Also worth noting is the evolution of the Morton Salt Girl. Take a look at this:
Sorry it’s not bigger, but you get the general idea. She has been given updated makeovers (in order from left to right) 1914, 1921, 1933, 1941, 1956 and lastly 1968 and has remained the same. They lucked out with such a perfect slogan right off the bat and an idea that stuck through the years. They’ve got a good thing going on.
Of course, there’s more to salt than advertising. Go to their website to answer some trivia, get recipes and household tips and view their product line - amazing how many other types of salt they have. Who knew?
This post came courtesy of a conversation with Jay and John who never knew this information and thought other people would enjoy it as well. Anyone else want to know something about history of slogans, brands, anything - let me know and I’ll do my best.
