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."
The Umbrella Girl remains ageless, but she has continued to changed with the times. Makeovers to modernize her looks began in 1921 and continued in 1933, 1941, 1956 and 1968.
1914
The original Morton Salt Umbrella Girl appeared in 1914 with the now familiar slogan 'When It Rains It Pours".
1921
The second Morton Salt Umbrella Girl danced on the scene 1921. The twenties were roaring and the little Morton girl was still pouring.
1933
In the post-Depression years from 1933 to 1941, jazz was king. And as it reigned, our little girl kept pouring.
1941
The fourth Morton Salt Umbrella Girl was introduced to America in 1941. While our boys were off to war, our little girl was serving at home.
1956
Rock and roll was starting to shake things up in 1956 and our little girl was still filling salt shakers.
1968-Today
Since her most recent makeover in 1968, the current Umbrella Girl has been with us through moon launches, hip-hop and the growth of the Internet.