The document discusses Morton Salt's brand status and opportunities. It provides profiles of two consumers, Jennifer and Lisa, and insights into how younger audiences have adopted the Morton Salt girl icon and logo in art forms. It suggests strategies for Morton Salt to acknowledge and celebrate its youthful fan base, develop a consumer reward system, and give the brand a modern update. Tactics proposed include community engagement, guerrilla marketing, rewarding consumer creativity, simplifying packaging, and adding environmental info.

1. Morton Salt

2. Why
Morton
Salt?
Morton Salt is a multi-generational and highly nostalgic brand
that carries fond memories in many households. While people
use the product on a daily basis, the brand and its rich history
often goes unrecognized.

3. Current
Brand
Status
Jennifer
the Traditionalist
 Owns her own home.  Shops at discount outlets.
 Cooks at least four meals a week.  Clips coupons.
 Reads magazines related to living a healthy lifestyle.  Maintains an interest in politics.
 Doesn’t have children.  Follows trends in home decor.
 Would like to make minor improvements to her house.  Owns a mobile phone.
Jennifer is a single woman. Although she does not have a college degree, has managed
to maintain a relatively high income. Jennifer does not have any kids of her own but comes
from a close knit family where tradition has played an important role. She has created her
own practices and a daily routine. Jennifer finds joy in cooking and loves entertaining,
keeping up with modern trends in home decor and improvements. She gathers a lot of this
information, advice and ideas from television programs, magazines and various online
resources.
User Goals:
 Reliable brands.
Although Jennifer is interested in new technology and advances in science, she mainly
 User friendly media.
relies upon traditional media to guide her to appropriate sites. She is comfortable using new
technology but is admittedly not as skilled in navigating as her younger coworkers,  Information on “how to”.
but is open to learning.  Community.
Jennifer makes a decent income, but knows how to get the best bang for her buck.
 Convenience.
She frequents coupon sites, clearance racks at retail outlets, and has invested online.
However, she does use some caution when using the internet, visiting well known and Brand/Client Goals:
established sites, rarely venturing off the beaten path.
 Consistency of Identity.
 Expand demographic
Personal Information without losing current.
Age: 51 yrs. Favorite Shows: Law and Order,  Use alternate forms
Location: Phoenix, AZ Rachael Ray, CSI, Curb Appeal. of media successfully.
Status: Single Favorite Authors: Danielle Steel,  Connect more with
Hobbies: Reading, antiquing, Sidney Sheldon, John Grisham. existing audience.
cooking, old movies, and gardening. Shops: Target, Herbergers, Macy’s,
Favorite Food: Italian Sears, Ace Hardware.  Create a platform.
Favorite Artist: Joni Mitchell Online stores: valpak.com, scott trade,
Radio: Easy listening/Classic rock. redbookmag.com, hgtvpro.com.

4. Current
Brand
Status

5. Current
Brand
Status

6. Current
Brand
Status
Morton Salt’s competitors are more geared toward gourmet
kitchens, and are generally not well known.

7. Current
Brand
Status

8. Insight

9. Insight
Morton Salt regularly performs good environmental deeds that
go unnoticed. They need to gain credit for these actions.

10. Insight Morton Salt has a young audience that is celebrating and embracing the
brand, taking it to the next level without even knowing it. Morton salt needs
to acknowledge and catch up to this upcoming demographic.
Lisa
the Food Enthusiast
 College graduate.  Shops mainly online.
 Cooks at least four meals a week.  Bargain hunter.
 Reads magazines and blogs related  Interested in pop culture.
to fitness and fashion trends.
 Follows current world issues.
 Doesn’t have children.
 Owns a mobile phone and laptop.
 Member of a gym.
Lisa is in a long term relationship and works for the local government. She has been out of
school for four years and is currently interested in finding a new career. Lisa is from a small
but traditional family. Her mother works in the food service industry and her father is an
electrician, and she currently rents an apartment twenty minutes from her parents home.
Lisa is interested in fitness, living a healthy lifestyle but enjoys going out to the bars. She has
User Goals:
a large social network of friends online and maintains regular contact through Facebook
and text messaging. Lisa likes to search the web at work, find new information, blogs,  Unique branding.
video media, online games, recipes and humour. She feels knowledgeable and comfortable  Creative use of media.
navigating online and does a lot of research and shopping in this space. Lisa enjoys
“stumbling” on Google and loves finding new creative media and products related to her  Mobility and convenience.
interests.  Community.
Lisa does not have cable in her apartment and actually shares internet access with  Experience.
her neighbor. Therefore, she streams episodes online and rents movies from the nearby  Supporting a cause.
redbox. She shops organic when she can afford it and frequents the international food
markets. Lisa will spend a bit more for high quality products and values unique/modern
packaging. Brand/Client Goals:
 Consistency of Identity.
Personal Information  Expand demographic
Age: 26 yrs. Favorite Shows: Top Chef, Project Runway without losing current.
Location: Miami, FL. Down Home with the Neelys, Paula Deen,  Use alternate forms
Status: In a relationship Jersey Shore, The Daily Show/Colbert Report.. of media successfully.
Hobbies: Exercising, cooking, hanging Favorite Podcasts: This American Life,
out with friends, and shopping. Savage Love, Stuff you should know.  Connect more with
Favorite Food: Vietnamese Shops: Target, Marshals, TJ Max, Vintage existing audience.
Favorite Artist: Lady Gaga Thrift stores.  Create a platform.
Radio: Independent radio, NPR, Online stores: Perez Hilton, Food network,
Popular. TMZ, Amazon.

11. Insight

12. Insight

13. The Morton Salt girl has been adopted as a vintage
fashion idol by the brand’s modern youthful audience.
Insight

14. Consumers have interpreted the logo in their own
way through various fine art forms.
Insight

15. Consumer brand tattoos are a slowly growing trend,
particularly for a nostalgic brand such as Morton.
Insight

16. Strategies

17. Strategies
Get Morton Salt to acknowledge and celebrate the youthful energy
that this younger audience is raising for the band.
Use the youthful energy to appeal to this generation, and turn nega-
tive connotations of salt into positives.

18. Strategies
Develop a consumer reward system to celebrate the
consumer’s interest and ingenuity.

19. Strategies
Give the brand a modern face lift that reflects
their consumer and the consumer’s interests.

20. Tactics

21. Tactics
The brand can set up and participate in community gardens and bar-
beques and donate and/or participate with soup kitchens, preserving local
communities and family values.

22. Tactics

23. Tactics
Create a dialogue via guerilla tactics with their consumers through
spray paint projects, legal tagging, salt art in the communities, etc.

24. Tactics

25. Tactics
Morton Salt can reward consumers for adding their “flavor” and in-
genuity to the brand the and the community, whether the consumer
intended to or not.
Morton Salt can feature specific people and projects on their Facebook,
Twitter, and website. The company can sponsor a gallery showing for
the individual and any work they would like to showcase, whether they
are designers, painters, musicians, etc. The piece they created that
caught Morton’s attention would be displayed as well.
The artist gains community recognition and Morton Salt becomes a
relevant brand again.

26. Tactics
Like coffee or herb dispensers in grocery stores, Morton Salt can cre-
ate a salt dispenser in grocery stores. Reusable plastic or glass contain-
ers would reduce consumer cost and product waste.
The package wrapping will be simplified and modernized to remain rec-
ognizable but not mundane.
A decal will go on the new packaging, stating the brand’s environmen-
tal efforts and adding transparency to the brand.

27. Tactics

28. Tactics

29. Thank
You