When It Rains It Pours campaign

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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.

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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.

Morton Salt Company hasNotableAdvertising When It Rains It Pours campaign