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When It Rains It Pours — Umbrella Girl
Morton Salt · 1929
- Campaign
- When It Rains It Pours
Analysis
The umbrella girl connects a wet day with salt that still pours freely.
“When it rains it pours”
visual demonstrationbrand characterwordplay
Why it worked
The wet weather gives the pouring claim a clear test. The girl and umbrella make a practical product benefit easy to recognize.
Lesson
Use a familiar situation to show the product benefit.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Morton Salt.