Transition from a commodity to a brand

There is no product more of a commodity than salt, which is a simple chemical compound. Morton Salt, which is celebrating its 100th birthday this year, created the Morton Salt Girl along with the tagline “When It Rains It Pours.” It then launched it in a national advertising campaign to illustrate that Morton Salt would flow freely even in damp weather. Morton became a brand and enjoyed preference and premium pricing over all other salt products for 100 years.