Crafting a memorable tagline can be a game-changer for any brand. While many slogans leave a fleeting impression before fading into obscurity, there are some enduring ones that transcend their commercial angle and build lasting connections. Because, great advertising does a lot more than just selling products.
Long back, I was taking part in a quiz where one of the questions was to identify the brand based on its identity. The visual depicted a young girl gracefully navigating the rain, with an umbrella in one hand while scattering something from a canister in her other hand. We pressed the buzzer and announced not just the answer, but its tagline as well: Morton Salt, and its iconic line “When it rains, it pours.” The quizmaster was quick to retort, “when he knows the answer, he scores.” That moment is still vivid in my memory because, to me it’s a memorable slogan, though I haven’t seen the brand anywhere in India.
The story behind this famous tagline began in the early 1900s, when the salt industry was fiercely competitive. In 1911, Morton Salt made a significant breakthrough by adding magnesium carbonate, an absorbing agent to its salt to ensure it flowed freely, even in damp environments. This innovation was a disrupter in the salt industry, and the company knew it had a winning proposition. To differentiate itself from other established rivals, the company roped in the advertising agency N.W. Ayer & Company to develop a campaign that would capture the essence of its unique selling proposition (USP).
After brainstorming and creative exploration, the agency came up with various suggestions that included “Flows Freely,” “Runs Freely,” “Pours” and then, finally, the old proverb, “It never rains but it pours.” The last one was rejected for being too negative and a more positive rephrasing resulted in the now famous slogan, “When It Rains It Pours”. It was a simple, catchy line that perfectly conveyed the point that Morton Salt was free-flowing even in rainy weather. The accompanying image of a young girl holding an umbrella while pouring salt from a container further reinforced the message.
The campaign was an instant success. Consumers loved the clever play on words and lightheartedness of the young girl icon. The slogan resonated deeply with them, as it addressed a common frustration: dealing with salt that clogs or clumps, especially during wet weather.
Over time, “When it rains, it pours” has become more than just a tagline. The phrase’s enduring popularity is a hallmark of its cleverness, adaptability, and ability to connect with consumers on a personal level.
From a marketing perspective, Morton Salt’s success with this slogan can be attributed to several key factors, including:
- Relevance: The tagline addressed a common consumer pain point – dealing with clumping or caking salt – and highlighted Morton Salt’s unique solution to this problem.
- Memorability: The phrase was simple, catchy, and easy to remember, making it an effective tool for brand recall.
- Adaptability: The slogan’s meaning transcended its original purpose, evolving into a cultural idiom that further solidified its connection with consumers.
- Consistency: Morton Salt has consistently used the slogan over the years, reinforcing its brand identity.
Even today, Morton Salt’s famous tagline stands as a timeless classic that reminds us that great advertising doesn’t just sell products; it creates lasting connections with consumers.
What is your favorite tagline, and why? Feel free to share your thoughts.
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