Two peanuts were walking down the street...One was a salted.

As anyone who lives in Chicago can tell you, Morton salt's slogan is: "When it rains, it pours" or at least that's what it says on the ginormous factory.


I admit, I have never understood this slogan. It's one of those things you vaguely wonder about as you drive by it...and try to make sense of...but never really feel closure about. I always knew I didn't totally get it, and it bugged me, especially being in marketing/advertising. I thought I should understand it right away, inherently know it in my bones...at least be able to work through it.

But, I've been wondering about it since I was a kid...so it became this familiar sort of back of my head puzzle. Something I never thought to look up, but would work on--like a riddle--each time I drove by it.

I thought maybe it meant that a little Morton salt goes a long way...but, I also knew that really just doesn't mean the same thing as "when it rains, it pours".

I also thought maybe it had double-meaning and referred to industrial salt or something to make sure the roads didn't ice up. Like when it rains, Morton salt pours. Or something. But rain, obviously, isn't snow or ice. I just couldn't figure it out.

But, here's the explanation:

"[The slogan] refers to the way that Morton salt (unlike other salts on the market) did not clump when it got humid. Therefore, when it rains, our salt literally pours."

Ahhhh!

Here's that post»
And, here's their early ad explaining it»

My brain feels lighter!

Now, if I could only figure out what Leggo my Eggo means...