One of the most successful and lasting "idea sessions" in the early days of advertising took place in 1911, shortly after the salt sales agency headed by Joy Morton was incorporated as Morton Salt Company. From a routine advertising presentation came an exchange of ideas, which resulted in the first Morton Salt Umbrella Girl and a slogan that is now recognized by most American homemakers.

Back then, the company had decided to embark on the first national consumer advertising campaign for salt to promote its new product - a free-running salt in a round blue package with a paended (sic), pouring spout.

The advertising agency selected, N. W. Ayer and Company, was asked to submit a series of 12 different ads to run in consecutive issues of Good Housekeeping magazine. The agency's account executives brought 12 proposed ads, and three possible substitutes, to the Morton offices.

Sterling Morton, Joy Morton's son, who was then secretary of the newly formed company, was immediately interested in one of the substitutes - a little girl holding an umbrella in one hand to ward off falling rain and, in the other, a package of salt tilted back under her arm with the spout open and salt running out. "Here was the whole story in a picture-the message that the salt would run in damp weather was made beautifully evident," Mr. Morton later recalled. Still, it needed something. The planned copy which read "Even in rainy weather, it flows freely," was appropriate but too long. "We need something short and snappy," Sterling Morton remarked.

Suggestions came for "Flows Freely," "Runs Freely," and then, finally the old proverb "It Never Rains But It Pours." When this was vetoed as being too negative, a positive rephrasing resulted in "When It Rains It Pours."

The picture of the Morton Girl and the slogan, "When It Rains It Pours," first appeared together on the blue package of table salt in 1914.

The ageless Morton Umbrella Girl has been given new dresses and hairstyles to keep her fashionable throughout the years. She has been updated in 1921, 1933, 1941, 1956 and 1968.

Her message and appeal to American consumers have remained undiminished by fashion's fickle fads or changes in advertising techniques. Each year she appears in parades, at costume parties and in schoolrooms throughout the country, brought to life by creative youngsters and adults who feel her spirit and impact. She is a favorite illustration for student science projects about salt, too.

Widespread curiosity about her origin and history have prompted thousands of letters over the years. She is so much a part of the daily lives of Americans that many people see a resemblance to a sister, cousin or niece, and often write and ask the name of the model [there has never been one].

The Morton package also has been modernized through the years, although it still incorporates the two most prominent features of the original; the pouring spout and the dark blue label. The label, of course, has been redesigned a number of times.

The little Umbrella Girl is the Morton Salt trademark and is used on all company stationery and forms.

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Salt Girl Eda Friedline Knowlton in 1928. One of the many local girls who have portrayed on of the famous "salt girls." E. P. Friedline was the official weatherman for Grand Saline for the U. S. Weather Service and an employee of Morton Salt.

Additions, corrections, comments, complaints and compliments concerning this page should be submitted to Billy & Carla Clifton.

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