In a world where brand loyalty often hinges on emotional storytelling, how does a company selling something as basic as table salt manage to carve out an iconic status? This is the magic of Morton Salt. The brand didn’t just market a product—it created a legacy. In this case study, we dive deep into the Morton Salt marketing strategy behind the legendary slogan “When It Rains, It Pours” and how it transformed a low-interest category into a timeless brand story.
Origins of Morton Salt: A Functional Beginning
Morton Salt was founded in 1848 in Chicago. For decades, salt was sold as a generic commodity with no brand personality. The key turning point came in 1911 when the brand introduced magnesium carbonate to prevent clumping. This innovation allowed salt to pour freely even in humid conditions—a tangible functional benefit.
And from that benefit came one of the most enduring slogans in marketing history: “When It Rains, It Pours.”
This single line changed the narrative—from a kitchen staple to a smart solution provider.
Continue reading…
