Morton International, Inc.: When It Rains It Pours campaign

William Baue

In 1911, the Morton Salt Company introduced magnesium carbonate (an anticaking agent since replaced by sodium silico aluminate) into its namesake product, creating "free flowing" salt.

Morton International, Inc.: When It Rains It Pours campaign

William Baue

Overview

In 1911, the Morton Salt Company introduced magnesium carbonate (an anticaking agent since replaced by sodium silico aluminate) into its namesake product, creating "free flowing" salt. Three years later, the company ran a series of ads in Good Housekeepingmagazine that pitched its product with the unremarkable tag line "Even in rainy weather, it flows freely." The audience for the ads agreed that Morton was onto something, however, with its picture of a carefree young girl sheltering her self from the rain beneath an umbrella and inadvertently...

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