No, salt is not just salt. In the age of marketing, Morton Salt, a US-based brand, has the advantage of longevity and consistency. It also has a salt product for nearly every consumer and business segment.For many decades, its packaging and adverts have featured the 'Morton Salt girl' holding an umbrella (see below, from Morton's website).
And now the salt brand is 'giving back' by backing a campaign designed to encourage charitable donations on #GivingTuesday, the last Tuesday in November.
Morton Salt partnered with an indie band, OK Go, known for its 2014 song, The One Moment, to create the video with eye-catching visual moments.
The salt company had the idea of inspiring giving through this video, to reinforce the brand's commitment to marketing purpose.
According to the director of communications and corporate brand strategy:
'We were really looking to help break through in a way that people would not necessarily expect from Morton Salt'.
