When It Rains It Pours campaign
E835214
The "When It Rains It Pours" campaign is a long-running Morton Salt advertising initiative built around its famous slogan and umbrella-girl imagery, emphasizing the brand’s salt as free-flowing even in damp conditions.
Statements (45)
| Predicate | Object |
|---|---|
| instanceOf |
advertising campaign
ⓘ
brand campaign ⓘ marketing campaign ⓘ |
| associatedWithCompany | Morton Salt, Inc. NERFINISHED ⓘ |
| associatedWithPackagingText | When It Rains It Pours GENERATED ⓘ |
| associatedWithSloganOrigin | early 20th century Morton Salt branding GENERATED ⓘ |
| brand | Morton Salt NERFINISHED ⓘ |
| brandAssetLeveraged |
Morton Salt Girl
NERFINISHED
ⓘ
Morton Salt package design ⓘ |
| brandPositioning | dependable household staple ⓘ |
| brandRecognitionRole | helps make Morton Salt instantly recognizable ⓘ |
| category | salt ⓘ |
| coreTheme |
consistency and reliability
ⓘ
performance in rainy or humid conditions ⓘ |
| countryOfBrandOrigin | United States NERFINISHED ⓘ |
| duration | long-running ⓘ |
| emphasizesProductAttribute |
anti-caking
ⓘ
free-flowing ⓘ |
| featuresCharacter | Morton Salt Umbrella Girl NERFINISHED ⓘ |
| geographicFocus | United States NERFINISHED ⓘ |
| goal |
communicate reliability of Morton Salt in all weather
ⓘ
differentiate Morton Salt from competitors ⓘ |
| industry |
consumer packaged goods
ⓘ
food ⓘ |
| keyMessage |
Morton Salt pours freely even in damp weather
ⓘ
Morton Salt remains free-flowing in humid conditions NERFINISHED ⓘ |
| languageOfSlogan | English ⓘ |
| marketingFunction |
communicate functional benefit of anti-caking agents
ⓘ
reinforce brand heritage ⓘ |
| medium |
digital advertising
ⓘ
out-of-home advertising ⓘ packaging design ⓘ print advertising ⓘ television advertising ⓘ |
| notableElement |
iconic brand mascot
ⓘ
iconic slogan ⓘ |
| productPromoted |
free-flowing salt
ⓘ
table salt ⓘ |
| sloganUsed | When It Rains It Pours NERFINISHED ⓘ |
| status | ongoing brand platform ⓘ |
| targetAudience |
home cooks
ⓘ
household grocery shoppers ⓘ |
| usesImagery | umbrella-girl imagery ⓘ |
| visualSymbol |
girl holding umbrella
ⓘ
salt pouring from container ⓘ |
Referenced by (1)
Full triples — surface form annotated when it differs from this entity's canonical label.