![\"Mortons](\"https:\/\/onlykutts.com\/wp-content\/uploads\/2022\/10\/Morton-Salt-Label.jpeg\")
<\/figure>\n\n\n\nMorton commissioned N.W. Ayer and Company, to develop a campaign to highlight the anti-caking qualities of Morton’s salt. They came up with 12 ideas, plus three backups, to pitch to Morton’s upper management. Sterling Morton, Morton’s son and business secretary, thought it was brilliant that one of the ideas showed a young girl with an umbrella in one hand and a trailing packet of salt in the other. A legend was conceived after the other 14 concepts were discarded. Sterling Morton reflected on his foresight, saying, \u201cHere was the whole story in a picture\u2014the message that the salt would run in damp weather was made beautifully evident.\u201d<\/p>\n\n\n\n
The image was the very definition of purity and childlike wonder. Furthermore, it proved the worth of Morton salt by demonstrating how readily it can be poured even in a downpour.<\/p>\n\n\n\n
The visual was effective, but the intended wording (“Even in wet conditions, it flows easily”) was too wordy. Sterling Morton observed, “We wanted something brief and sharp.”<\/p>\n\n\n\n
Many other words were proposed, such as “Flows Freely,” “Runs Freely,” “Pours,” and the adage “It never rains but it pours.” The latter was deemed too negative, and after some rephrasing, the now-famous “When It Rains, It Pours\u00ae” tagline was born.<\/p>\n\n\n\n
The first appearance of the ad was in the 1914 issue of Good Housekeeping.<\/p>\n\n\n\n
Morton’s girl hasn’t changed much in appearance-wise, but she has made some adjustments through the years. In 1921, she had her first transformation when a stylist straightened her blonde mop and dyed it black. She adopted Shirley Temple’s signature curls in 1933 when Temple’s career as a child actor was taking off.<\/p>\n\n\n\n The Morton Salt Company is now using the sixth iteration of the umbrella girl, shown on its packaging. She is dressed in a yellow dress and has a dreamy expression on her face, evoking the spirit of the company’s founding year of 1968. Even though fans and customers keep asking for proof to the contrary, Morton Salt Company says that the famous picture was made up by an ad designer.<\/p>\n","protected":false},"excerpt":{"rendered":" Morton’s came up with the logo and slogan to demonstrate that Morton Salt could be easily poured despite the wet conditions.<\/p>\n","protected":false},"author":1,"featured_media":4396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,1391,1057],"class_list":["post-4393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-mortons-salt","tag-n-w-ayer"],"yoast_head":"\n![\"Morton](\"https:\/\/onlykutts.com\/wp-content\/uploads\/2022\/10\/Morton-Salt-Umbrella-Girl-8x6-1.jpeg\")
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