Smart Media Mix: Traditional Meets Modern
Morton Salt may have started with print, but it moved with the times:
- TV Commercials in the mid-20th century targeted homemakers
- Outdoor Billboards maintained nostalgic resonance in urban cities
- Social Media Revamp in the 2010s gave the Morton Girl a refreshed, meme-friendly aesthetic
In 2014, on its 100th anniversary, Morton Salt launched the #WalkWithHer campaign featuring the band OK Go, bringing the iconic girl into music and video content that reached millions on YouTube.
Performance and Positioning in a Competitive Market
Despite being in a commodity category, Morton Salt commands a market share of over 50% in the U.S. table salt market. According to Statista, Morton reported revenues upwards of $1 billion in 2022.
Its pricing strategy has never been “cheapest wins” but “most trusted wins”. In an era where private label brands dominate, Morton holds its premium edge based on branding alone.
Lessons for Marketing Students
If you’re a student trying to present this case in class, here’s what you can take away:
- Functional Differentiation is Gold: Find and amplify the one technical innovation that solves a real problem.
- Consistency Builds Trust: Visual and verbal brand elements should not change unless absolutely necessary.
- Emotional Layering Adds Longevity: Moving from product utility to emotional relevance secures long-term loyalty.
- Modernization Without Alienation: Updating your brand while respecting its heritage is key in legacy brand marketing.
