1900 - 1921
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.
The company was incorporated as the Morton Salt Company. By then, it was both a manufacturer and a merchant of salt.
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.
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®”.
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.