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Morton’s 8-Year-Old Gets Facelift
of the most successful slogan that is now an American ferent ads to run in consecutive
lasting "idea” sessions in byword. issues of Good Housekeeping
early days of advertising Back then. Mouon Salt Com- magazine. The agency’s account
,jv took nl are as far hark P an y had decided to.embark on executives brought 12 proposed
the first national consumer ad- a( * s an d three possible sub
-11, shortly after the salt vertising cam p a ign for salt to stitutes to the Morton offices
agency headed by Joy promote its new product: a free- in Chicago’s Railway Exchange
m was incorporated as the running salt in a round blue Building.
in Salt company. From a package with a patented pour- Sterling Morton (Joy Morton’s
ane” advertising presenta- i n S spout. son ’ was then secretary of
came the exchange of ideas The advertising agency select- t^ie formed company)
i resulted in the first Mor- ed, N. W. Ayer & Co, was ask- was interested in
It Umbrella Girl and the ed to submit a series of 12 dif- one . °/ substitutes a little
girl, holding an umbrella in one
1 " hand to ward off falling rain
and, m the other, a package of
salt tilted back under her arm
spout open and salt running
Mr. Poultryman;
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Wayne Environ
MOUNTVILLE
FOWL’S FEED SERVICE
R. D. 2, Peach Bottom
R. D. 1, Quarryville
HERSHEY BROS.
Reinholds
ROHRER’S MILL PARADISE SUPPLY
R. D. 1, Ronbs Paradise
HEISEY
FARM SERVICE
Lawn Ph: 653-5718
DUTCHMAN FEED MILLERSVILLE
MILLS, INC. SUPPLY CO.
R. D. 1, Stevens Millersville
WHITE OAK MILL C. E. SAUDER & SONS
R. D. 4, Manheim R. D. 1, East Earl
GRUBB SUPPLY CO.
i JSlizabethtown
*
, s *
FEED SERVICE
R. D. Z, Columbia
+
, ♦
*<''* * *
Mi* W* y» v< ■ V S V>
H. M. STAUFFER
& SONS, INC.
Witmer
H. JACOB HOOBER
Intercourse, Pa.
V* v«
■* v
out
(“Here was the whole story in
a picture—the message .that the
salt would run in damp weather m ,
, , . r „ , ~, pours. When this was vetoed
was made beautifully evident, * , „ . „
Mr Morton recalled later ) as bemg to ° negatlve - a Positive
Mr. morion recanea lauerj reohrasine resulted m “When It
Still, it needed something The »
planned copy, which read- '
“Even in rainy weather, it flows l n 1912, It Pours in a dia
freely,” was appropriate but too mond-shaped frame was added
j on g to the label, together with the
“We need something short words Free Running ’ The pic
and snappy,” Sterling Morton ture of the Morton girl and the
remarked. slogan, “When It Rains It
Suggestions came for “flows Pours, ’ first appeared together
freely,” “runs freely,” “pours” on the blue package of table
and then, finally, the old prov- sa lt l n 1914
erb,
“It never rains but it. Unlike Little Orphan Annie,
CUTS AND CONDITIONS
IN ONE PASSI
NEW IDEA GUT/DITIONER!
' "'' .
Single machine gives fluffy, palatable swaths or
windrows. Non-stop, plug free! Adjustable cutting
height. Does all these jobs and more:
• Snreos corn stalks • Chops weeds
• Clips pastures • Chops straw stubble
• Conditions straw for baling
Chas, J. McComsey Longenecker
& Sons Farm Supply
Hickory Hill, P», Kheems
Roy H. Buch, Inc.
Ephi ala, R. D. 2
Allen H, Matz
Denver
Landis Bros.
Lancaster
\
IS>«56
A. B. C. Groff, Inc.
New Holland
Wilbur H. Graybill
Lititz, R. D. 2
A. L. Herr & Bro.
Quarryville
-e 1 t \ t
Lancaster Farming, Saturday. March 23,1968—25
the ageless Morton Umbrella
Girl has been given new dresses
and hairstyles to keep her fash
ionable throughout the years.
She was “redone” m 1929, 1935.
1945, 1956 and now, in 1968
Her message and her appeal
to American consumers have re
mained undiminished by fash
ion’s fickle fads or changes in
advertising techniques Each
year she appears in parades, at
costume parties and in school
rooms throughout the country,
brought to life by youngsters
and adults alike who feel her
spirit and impact. She is a fa
vorite illustration for student
science projects about salt, too.
Widespread curiosity about
her origin and history has
prompted thousands of letters
over the years. She is so much a
part of the daily lives of Amer
icans that many people see a re
semblance to a sister, cousin or
niece, and they 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 incorpor
ates the two most prominent
features of the original, the
pouring spout and the dark blue
label A patented shaker top has
been added to the package and,
of course, the label has been re
designed a number of times
NAT’L PLOWING CONTEST
HARRISBURG Commercial
demonstration plots of corn and
sorghum-sudan hybrids will be
a feature of the National Plow
ing Contest at Hershey Aug 27,
28, and 29
Jack R Grey, contest chair
man and deputy secretary of
the Pennsylvania Department of
Agriculture, said 30 seedsmen
have been asked to provide hy
brids for the demonstrations
He said similar forage dem
onstrations were a top atti ac
tion when the national contest
was held at Hershey in 1958
/ATm'r&rwf#