Her Debut - Morton Salt
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1900 - 1921

Her Debut

The company grows in leaps and bounds, due in no small part to an advertising campaign that introduced a brand icon and slogan, setting the stage for dramatic—and long-lasting—success. Many branding enthusiasts and authorities continue to name the Morton Salt Girl and the slogan “When It Rains It Pours®” one of the greatest branding triumphs of all time.

1910

The company was incorporated as the Morton Salt Company. By then, it was both a manufacturer and a merchant of salt.

1911

As a result of humidity, clumping salt was a problem for cooks and diners alike. Morton begins adding magnesium carbonate, an anti-caking agent (since changed to calcium silicate) to create the first free-flowing salt.


Source Unknown

1914

N.W. Ayer presents advertising concepts for Morton Salt’s first national consumer advertising campaign. The pitched concepts don’t fly, but one of their back-up ideas wins over company management and eventually gives rise to the Morton Salt Girl and slogan, “When It Rains It Pours®”.

1920


Source Unknown

1921

The Morton Salt Girl sports her first new look since she was introduced to the world in 1914. Her curly blonde locks shift to straight, brown hair.

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