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The Advertising Slogan Hall Of Fame recognises excellence and best practice in advertising, benchmarking creativity - identifying the best in branding.  The Advertising Slogan Hall of Fame now recognizes 125 lines as members, ranging from ‘Let your fingers do the walking’ to ‘Heineken refreshes the parts other beers cannot reach,’ to ‘We try harder,’ to ‘If you’ve got it, flaunt it.’

When it rains, it pours!



When it rains, it pours!
The Morton Umbrella Girl has been an enduring icon since she first appeared on our table salt packaging in 1914.

In 1911, Morton’s first advertising campaign for a series of ads in Good Housekeeping created the idea for the girl and her slogan, "When it Rains it Pours."

One of the concepts presented to Morton was an image of a little girl holding an umbrella in one hand to ward off falling rain and a package of salt in the other hand that was tilted back with the spout open and salt running out.

Morton loved the picture that expressed the Morton message — that salt would run even in damp weather. But the copy that went with it, "Even in rainy weather, it flows freely," was too long. Morton felt it needed to be shorter and snappier.

So the advertising agency came up with: "Flows Freely," "Runs Freely," "Pours" and finally, an old proverb, "It never rains, but it pours." The adage was rejected for being too negative. A more positive spin on it resulted in the now famous slogan, "When it Rains it Pours."

Source: http://www.mortonsalt.com/heritage/vintage_ads.html
Advertiser: Morton Salt
Ad agency:
Year: 1911


The information presented on this page is offered in good faith and is correct to the best of our knowledge. If any factual errors have appeared here inadvertently, then we would be pleased to hear from anyone wishing to offer corrections.






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