Home > Encyclopedia of Major Marketing Campaigns > Morton International, Inc.

• WHEN IT RAINS IT POURS Campaign
• Philanthropic Footsteps
• Further Reading

100 N. Riverside Plz.
Chicago
llinois
60606-1596
USA
tel: (312)807-2000
email: company@morton.com
website: http://www.mortonsalt.com

WHEN IT RAINS IT POURS Campaign

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 Housekeeping magazine that pitched its product with the unremarkable tag line "Even in rainy weather, it flows freely." The audience for the ads agreed that...