Which company used “When it rains, it pours” for Morton Salt?

Morton Salt used the slogan “When it rains, it pours.”

The phrase was introduced in 1911 alongside the company’s famous Morton Salt Girl, shown carrying an umbrella while salt pours from a container. The image and slogan communicated a practical product feature: Morton’s salt was treated so it could pour more freely in damp weather.

Ordinary table salt can absorb moisture and become lumpy. Morton’s anti-caking approach helped keep the crystals flowing, making the product easier to use in humid conditions. The slogan transformed that technical advantage into a memorable weather-based image.

The saying is also a common English expression meaning that events arrive in abundance, especially bad events. In the Morton Salt context, however, it is a specific advertising slogan about pourability rather than a general statement about luck or misfortune.