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.

All labels observed (1)

Label Occurrences
When It Rains It Pours campaign canonical 1

How this entity was disambiguated

Statements (45)

Predicate Object
instanceOf advertising campaign
brand campaign
marketing campaign
associatedWithCompany Morton Salt, Inc.
linked to: Morton Salt Company
associatedWithPackagingText When It Rains It Pours
associatedWithSloganOrigin early 20th century Morton Salt branding
brand Morton Salt
linked to: Morton Salt Company
brandAssetLeveraged Morton Salt Girl
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
duration long-running
emphasizesProductAttribute anti-caking
free-flowing
featuresCharacter Morton Salt Umbrella Girl
linked to: Morton Salt Girl
geographicFocus United States
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
linked to: Morton Salt Company
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
status ongoing brand platform
targetAudience home cooks
household grocery shoppers
usesImagery umbrella-girl imagery
visualSymbol girl holding umbrella
salt pouring from container

How these facts were elicited

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