When It Rains, It Pours!

by buildingpharmabrands


Morton Salt’s little girl (who never had any name) with the umbrella first appeared in 1914, almost one hundred years ago. There have been six official Morton Salt girls since the first girl’s appearance in 1914, whose image was updated in 1921, 1933, 1941, 1956, and 1968.

In 1911, Morton created a free flowing salt by adding magnesium carbonate as an absorbing element. Following that, Morton decided to run a series of ads in Good Housekeeping Magazine promoting its new product and developed an ad featuring the little girl carrying the round container and holding an umbrella during a rain shower.

The original copy of the ad read, “ Even in rainy weather, it flows freely.” Although, everyone agreed on the ad’s appeal, they felt it was rather wordy. They reworded the copy in 1911 as: When it Rains, It Pours! The rest is a part of the advertising history. The ad is among the top hundred advertisements of the twentieth century. Even today two out of three Americans buy Morton salt.

Morton selected N.W. Ayer, the well known advertising agency and asked them to submit a series of 12 different ads to run in consecutive issues of Good Housekeeping Magazine. The agency’s account executive brought 12 proposed ads and three possible substitutes to the Morton offices for consideration. They selected one of the substitute ads, which showed a little girl holding an umbrella in one hand to ward off falling rain and , in the other hand, a package of Morton salt tilted back under her arm with the spout open and salt running out. The picture told the whole story in a perfect manner. That Morton salt would run in even damp weather. Morton later told that he was delighted with the graphic and the slogan as the ad captured the idea and the fact that even the rain couldn’t hamper the salt from pouring.

Can you draw inspiration from this (may be the loveable Amul Girl mascot got inspiration from the Morton Salt Girl) and develop a mascot as a mnemonic for your brand to give it a distinct personality and improve brand retention?