In 1911, the Morton Salt Company
started adding magnesium carbonate, an anti-caking agent, to their salt. This
allowed the salt to pour freely, even in damp weather. To emphasize their
free-pouring salt, they came up with advertising to communicate that idea.
They decided upon the famous
umbrella girl image quickly, and then they worked on a slogan. “Even in rainy
weather, it flows freely” said what they wanted, but had too many words. Next,
they thought of the old proverb, “It never rains, but it pours.” But that was
nixed when they decided it was too negative.
Then they hit on one that was just
right, one that has stood the test of time and been in continuous use by the
company ever since: “When it rains, it pours.” Since 1914, both the umbrella
girl (which was an artist’s rendition and not based on a particular girl) and
the slogan have been integral parts of the company’s message and advertising.1
Has that slogan ever rung true in
your life? Faced with one bad thing, you find that another is close at hand.
One bright spot in those challenging times of life is that, even in the midst
of the trials, we often sense God’s presence most clearly.
“Rainy
days” for the disciples and for Jesus
Matthew 14 describes a hard couple
of days for both the disciples and for Jesus. It starts with some of the
details leading up to the beheading of John the Baptist.
Jesus was the same age as John and
was related to him. Elizabeth, John’s mother, is described by L
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