How Morton Salt Transformed Their 170-Year-Old Brand



Morton Salt reinvigorated its 170-year-old brand with a well-received music video featuring OK Go, which is just the beginning of the company’s plan to enhance the company’s recognizability and favorability.

At Social Media Week Chicago, CEO of Morton Salt’s CEO, Christian Hermann, and Chairman of Ogilvy & Mather Chicago, Jack Rooney, sat down with AdAge reporter, Jessica Wohl, to discuss how Morton Salt is learning to embody its philosophy of “Walking Her Walk.”

For Morton Salt, the first step in launching its new brand platform involved collaborating with award-winning rock back OK Go. The forces teamed together to create a music video, titled “The One Moment,” with the goal of reintroducing the brand in a powerful and captivating way. Core to the story? Conveying how important and impactful a single moment in time truly can be.

“The One Moment”

“The song ‘The One Moment’ is about those moments in life when you are most alive, the moments that truly matter, the moments when everything changes. It’s the perfect song for Morton’s message about stepping up and making a difference,” said Damian Kulash, OK Go’s lead singer and director of the video in a recent PR Newswire article.

Met with wide success, the video received 55 million views and 1.1 billion impressions. It addition, it earned a spot in Adweek’s list of “10 Best Ads of 2016” and received six Cannes Lions, four Clios, and three One Show awards. It was also the inspiration for a Snapchat filter.

Though Hermann initially expressed that he wasn’t comfortable giving up the long-standing heritage of the brand, he also understood the potential advantages in expanding its story and the perceptions that would ensue from these efforts.

“Our next chapter is inspired by the unstoppable spirit of the Morton Salt Girl. She is a symbol of drive. Of endurance. Of acting regardless of obstacles. We want to embody her spirit to make a real, tangible difference in people’s lives in more ways than ever before,” explained Hermann to PR Newswire.

Reevaluating Company Values

This precise idea of fearlessness was turned into the company’s new set of values that align with the goal of “Walking Her Walk.” These include stepping up, thinking big, thriving together, playing to win, and doing the right thing.

By following these five values and using the OK Go video as inspiration, the company was successfully able to empower its workers and establish a favorable emotional connection with its audience through an authentic and powerful message.

In terms of what’s next, Morton Salt claims to be working on turning its product into something more than a commodity with 14,000 users. Specifically, it’s investing significantly in innovation with the desire to increase awareness about the company’s other products, aside from salt, such as water softener and Safe-T-Pet.

While details have yet to be released, Hermann and Rooney hinted that Morton Salt will follow up the OK Go video and Snapchat filters with something big. Until then, more information about the video and platform can be found here, or feel free to join in on the conversation using the hashtag #WalkHerWalk.

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