#11: Morton Salt
Humidity used to create a surprisingly annoying problem at the dinner table: salt clumped. Morton found a solution in 1911 by adding an anti-caking ingredient that helped the salt pour more freely, even in damp weather. Then came the image that made the idea memorable. In 1914, the Morton Salt Girl appeared carrying an umbrella and spilling salt behind her while walking through the rain, paired with the slogan “When It Rains It Pours.” The phrase worked because it explained the product advantage in an instant.

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