Morton Salt History 1848
Found In Chicago
1889 1910 1914
Introduction of Morton’s Girl 1924 and Morton’s Slogan “When it Rains, it Pours”
1970 1973 1984 1988 1998 2004
Morton’s Product Expansion
Salt Water Softner Spices Salt Pellets
Water Softner
Salt Pellets
2006 2007 2008
Morton-McCormick Partnership 2008
2009 2010
Morton is acquired by K+S
2011 2011 2014
Morton’s girl 100th Birthday
Morton Salt Slogan
100th birthday of “When it Rains it Pours” and the “Morton’s Girl”
Morton Salt Evolution
Morton Salt Marketing Hello? How much salt do I add to the soup Mother?
Moon Landing 1969
A pinch? But how big is a pinch Mother?
President Nixon 1969
We have different size hands mother!
Morton Salt Marketing Hello? How much salt do I add to the soup Mother?
Moon Landing 1969
A pinch? But how big is a pinch Mother?
President Nixon 1969
We have different size hands mother!
Woodstock 1969
What Has Happened Since?
Media War on Salt
Media War on Salt
Media War on Salt
Media War on Salt
Media War on Salt
Salt Consumption
99 out out ofof 1010 Americans Americans consume consume too too much much sodium. sodium.
35% 35% more more sodium sodium today today than than 1900s 1900s
1900s 1900s
2010s 2010s
Where come Where Doesdoes it Comeit From?
from?
Restaurant
Home
60%
25%
10%
2000mg
Supermarket
Recommended Daily Sodium Intake
Work 50% Breakfast
Home
Lunch
Snack
Work
Dinner
Home
Dealing with Dogma Salt is linked to many health issues but it is not the salt’s problem, it is a problem of intake portions. TOO MUCH SALT CAUSES THESE PROBLEMS
Obesity
Death
High Blood Pressure
Heart Attack
The National Heart Lung and Blood Association reports that 500 mg is a safe daily minimum intake of sodium to maintain the bodily functions.
Too Little Salt causes these problems Lack of Sodium in the Body can produce >Increased LDL and Triglycerides (Bad
Cholesterol) >Insulin Resistance (Leading cause of Obesity) >Hyponatremia (Spasms) >Death for people with Type II Diabetes due to lack of water in the body
What Has Happened to the Market?
Salt Market
OTHER
35%
30%
16%
4%
16%
Salt Market Change Round Can Round CanKosher Sea Sea CanSalt SeaKosher Kosher Salt Kosher Salt Salt Salt Round Can Round Sea Salt Salt 2005
2005 2005 2009 2010 2011 2011 2009 2005 2009 20102009 2010 20112010 2011
17%
17% 17%22%
17%
3%
3%3%
3%
14%
80%
80% 80% 64%
80%
16% 11%
22% 22% 23%
22%
23% 23% 24%
23%
24% 24%
24%
14% 14% 21%
14%
21% 21% 22%
21%
22% 22%
22%
64% 64% 56%
64%
56% 56% 54%
56%
54% 54%
54%
8%11% 7% 8%2%7% 7%1% 8% 16% 16% 11%8% 16% 11%
7% 2% 2% 1% 1%2%
1%
Missed Generation! 1914
2014
MILLENNIALS
1968
Who Uses Salt?
Who Uses Salt, How and How Much
Drew 20 - University Student Salt for Popcorn and Shots
Fiona and Gabriel 27 and 29- New Home Owners Use Salt for the Daily Cooking
> The busy schedule of a college student prevents him from cooking, or so he says. His family uses Morton’s, so does he!
> Their home cooking is a way to feel like a family, just like their parents!
Dan and Craig 34 and 36 - Designer/Entrepreneur Use Salt to Garnish their Salads
Phil and Family 42 - Engineer To Spice up his Barbecue
Sue 64 - Retired Teacher Uses Salt to Delight her Family
>Together they help each other watch what they eat in order to stay fit thats why they must portion their daily calorie intake carefully.
>He cares about his health, but will not compromise the taste of his ribs, potato salad for his wife, chicken wings for the kids. He cooks like his dad cooked!
>She loves making her famous chicken noodle soup and grilled veggies from scratch, the same way her mother’s mother use to make it.
Daily Salt Intake by Age Everyone is Different Salt intake varies by person, by lifestyle and by uses, but everyone in one way or another uses salt.
32 Months / 26 Oz Can
12 Months / 26 Oz Can
4 Months / 26 Oz Can
14 Months / 26 Oz Can
6 Months / 26 Oz Can
Morton Salt Attributes!
Positioning Platform
Morton Salt Attributes and Traits IS... Caring
All American I have been part of America for many years and have slowly become part of the American families. From generation to generation I have been a tradition of flavor and without my taste, no kitchen is complete. From granny’s meatloaf to mom’s beef stew and into today’s kale salads, I have been there to support everyone’s delights.
Caring It gives me great pleasure to make something that
Trustworthy
and realizing, however, that all of our Itsomeone gives enjoys me great pleasure to help make taste buds are different. something that someone enjoys. Realizing I love I have brought simple pleasure that alltoofknow ourthat taste buds are the different, I make of good food to those I care about, it makes me smile. sure that everyone enjoys what they like, the same way mothers have been doing it for their loved ones through the years.
People can trust in their time of need. They recognize me and know I am the right person to help. For many generations and for families all over America, I am always there to make things easier and betters, no matter the situation.
I love to know that I have brought the simple pleasure of good food to those I care most for.
In many ways, I am their rock!
Positioning Statement WHAT: All American Salt HOW: Classic Flavor, Simple Ingredients and Portioning WHO: Busy Millennials WHERE: Modern American Household WHY: Care about their health and the health of loved ones WHEN: In an inherent media war of mistrust of salt.
Morton Salt is the All-American Salt that brings the classic flavor of home, simple ingredients and portioning awareness to busy millennials of the urban American household who care about their bodies and the health of their loved ones in a time where there is an inherent mistrust of salt and media war against it.
IS... Caring
Positioning Salt as a health necessity and erasing the negative reputation the media has given it.
Caring All-American Trustworthy
Competitive Advantage
Attributes
Healthy Salt
Positioning Platform
Vision and Mission
Brand Brief
American Tradition >Recognition >Household Name >History >Simplicity
It gives me great pleasure to make something that someone enjoys and realizing, however, that all of our taste buds are different.
TAKE SALT INTO YOUR OWN HANDS
Home and On-The-Go +
Salt for Home and on-the-go for busy millennials who care about what they intake on an everyday basis
Target Markets
Key Products
Positioning Salt as a health necessity and erasing the negative reputation the media has given it.
Millennials The lack of exposure to advertisement makes this group the perfect market for a re-introduction of salt into the contemporary times.
Key Competitors
Indie Woman
Value Proposition
Big Idea
Key Stakeholders
I love to know that I have brought the simple pleasure of good food to those I care about, it makes me smile.
Same Salt - New Use By giving the individual the opportunity to take control of salt, Morton Salt will become an accessory that can exist in every place, not just the kitchen
Same Salt 0 New Use The lack of exposure to advertisement makes this group the perfect market for a re-introduction of salt into the contemporary times.
Big Idea
TAKE SALT INTO YOUR OWN HANDS
Vision and Mission
Healthy Salt Our vision is to position Morton Salt as a health necessity, and American home tradition while at the same time combat the negative reputation the media has started against salt.
Competitive Advantage
All American Tradition The main advantage of Morton Salt is the recognition that we already have of it. Whether your mother, your grandmother or your friends family bought it, Morton Salt has always been part of the kitchen all over the country.
Key Competitors
Forms of Salt Salt’s competition is more than just at the supermarket. Different forms of salt exist is different places and for different users. Home Competitor - The Salt Shaker Work Competitor - The Salt Packet Health Competitor - Salt Substitute
Value Proposition
Same Salt - New Use With an expansion of specialty salts and salt forms. The proposal seeks to keep the simplicity of salt but make it marketable for new users and new places.
Target Markets
Millennials As a generation that has only been exposed to the negative effects of sodium and with an intense interest in health, Millennials make the perfect market to introduce Morton Salt as a positive and healthy substance for their everyday lives.
Key Products
New Sense of Home
+
Millennials are busy, dedicated and health conscious, but they lack time. Which means that their meals are always prepared ahead of time or taken on the go. This characteristic creates two opportunities for Salt to exist in two different places. Home and On-The-Go
Key Stakeholders Emily 27-34 yrs old 1/3 of US women $1 Trillion /yr spending
Indie Woman The growing segment of female consumers, who loves to shop, dine, spend time with friends and focuses on career before marriage. She loves to online shop and, particularly, hunt for bargains but she also has a strong brand affinity for products with great peer reviews. When it comes to food, prep-time is more important than eating well. The Indie Woman has no time to waste, so she looks for brands to offer more semi-homemade meals that use fresh, high-quality ingredients, and products that are healthy, fast and efficient.
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day
6:45 AM >After snoozing for an hour
6
7
8
9
10
11
12
1
2
3
4
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day
6:45 AM >After snoozing for an hour
6
7
8
9
10
7:10 AM >Jump in for a quick Shower
11
12
1
2
3
4
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Beginning the Day
6:45 AM >After snoozing for an hour
6
7
8
9
10
7:10 AM >Jump in for a quick Shower
11
12
1
2
3
4
7:40 AM >Run to Work and Eat on the Go
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day
8:30 AM >Time for Work
6
7
8
9
10
11
12
1
2
3
4
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day
8:30 AM >Time for Work
6
7
8
12:10 PM >Healthy Packed Lunch Brighten her day with a little spice
9
10
11
12
1
2
3
4
5
6
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11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week Work Day
8:30 AM >Time for Work
6
7
8
12:10 PM >Healthy Packed Lunch Brighten her day with a little spice
9
10
11
12
1
2
3
4
3:40 PM >Snack at Work
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work
7:30 PM >Time to workout, “Gotta look Good”
6
7
8
9
10
11
12
1
2
3
4
5
6
7
8
9
10
11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work
7:30 PM >Time to workout, “Gotta look Good”
6
7
8
9
10
11
8:10 PM >Quick Dinner - “Food Varies by Day”
12
1
2
3
4
5
6
7
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9
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11
Key Stakeholders Emily NGO Employee 60-80 Hours/Week After Work
7:30 PM >Time to workout, “Gotta look Good”
6
7
8
9
10
11
8:10 PM >Quick Dinner “Food Varies by Day”
12
1
2
3
10:00 PM >Work from Home and Relax a little before starting all over
4
5
6
7
8
9
10
11
Opportunities
Home.
America’s Spice. On the go.
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Color Analysis
Color Spectrum
• McCormick • Morton • Everyday Essential • Diamond Crystal • Celtic
• McCormick
• Diamond Crystal
• Red Cross
• Celtic
• Diamond Crystal • Red Cross • Morton
• Everyday Essential
• McCormick
• McCormick
• McCormick
• Celtic
• Morton
• Diamond
Color Evolution
• McCormick
• Red Cross
Trustworty
! Attract shoppers on a budget
Clean
Healthy
Navy Teal
• McCormick • Morton • Everyday Essential • Diamond Crystal • Celtic
• Diamond Crystal • Celtic
• Diamond Crystal • Red Cross • Morton
• Everyday Essential
• McCormick
• McCormick
• McCormick
• Celtic
• Morton
• Diamond
ogoLogo Evolution
Trustworty
Trustworty
Optimism
Healthy
Pureness Pureness
Typography
Trustworty Light Simple Heritage
Brand Revolution
Morton on the Go
Salt Straw Portable Light and thin to carry on the go Biodegradable Heat pressed rice paper 7
Morton Salt Green Salt
6
5
4
3
2
1
Twist on Dispensing Portion Control Cap Small version of the already used mechanism
Salt Stick Ergonomic Development
Salt Stick Evolution
Dispensing Cap
Lock Ring
Containing Body
Cap
Dispensing Hole
Dispensing Hole Twisting Cap
Salt Stick at Work
Salt Straw Evolution Daily Pack
Monthly Pack
Morton at Home
Salt Bottle 1 TSP 1 tsp 1/2 tsp 1/4 tsp
1/2 TSP
5-3/4ʼʼ
1/4 TSP
Home Bottle
1tsp 1/2 1/4
Measu rable!
New Easy-to-U
se
le imp S e Sam
Bott le!
TAKE SALT INTO YOUR OWN HANDS
15.0cm
Ingredients
MEASURES
+
NUMBER OF INGREDIENTS Salt, Calcium Silicate
2
CALORIES
0
SERVING SIZE
1.8 Grams SERVINGS PER CONTAINER
111
SHAKES
% DAILY VALUES ARE BASED ON A 2,000 CALORIE DIET 10%
200g 7.0 oz
0 33 0 0 45
20%
30%
40%
50%
60%
70%
80%
% TOTAL FAT - 0 grams % SODIUM - 650 mg % TOTAL CARBOHYDRATE - 0 grams % PROTEIN - 0 grams % IODINE
90%
100%
+
STORES
7.5cm
4.0cm
TAKE SALT INTO YOUR OWN HANDS