Morton is synonymous with salt, often brought to mind by the iconic blue canister and the Umbrella Girl with the slogan "When it rains, it pours." However, many consumers are less familiar with Morton's range of homecare products, such as water softener salt, ice melt, and pool salt.

To boost awareness, it's crucial that the packaging resonates with consumers and reflects Morton's storied legacy. With updated key messaging, new packaging has been launched to effectively communicate this refreshed message. Complementing the packaging, additional branded materials have been introduced to enhance brand visibility and recognition.