LOT 0609 The Morton Salt Company Umbrella Girl Sculpture
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The Morton Salt Company Umbrella Girl Sculpture on marble base.Size 7.5L x 6H x 4WThe Umbrella Girl debuted in 1914 as the face of the Morton Salt Company's campaign to promote the anti-caking properties of thier salt. Morton hired advertising agency N.W. Ayer and Company to put together a marketing campaign that would promote the anti-caking properties of his salt. The ad team came up with a long list of marketing plans. They pitched their most promising concepts to the salt companys executives, but it was Mortons son who saw genius in one of the throwaway ideas: a little umbrella-wielding girl, accidentally pouring salt in the rain. The illustration epitomized wholesomeness and innocence. It also demonstrated the value of Morton salt: it will pour easily, even if you are standing in a rainstorm. The company paraphrased an old adage for the accompanying catchphrase: When it rains it pours. The ad debuted in Good Housekeeping magazine in 1914.
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