Jeffrey R Loibl

Business Challenge:
Morton Salt, long perceived as a commodity brand, needed to reassert its iconic status and engage younger consumers who might not connect with a traditional heritage-driven approach. While salt itself offered little differentiation, the Morton Girl brand icon carried multi-generational recognition and emotional equity. The challenge was to conceptually reposition Morton to feel relevant, contemporary, and aspirational, ensuring the Morton Girl could resonate with both current and future audiences.

Strategic Direction & Ownership:
As Creative Director, I led the conceptual strategy for reimagining Morton Salt as a culturally resonant brand. My role included:

• Defining a visual-driven creative narrative that modernized the Morton Girl while preserving her iconic equity

• Exploring multi-channel storytelling concepts that could span digital, social, in-store, and experiential touchpoints

• Collaborating with marketing leadership to align heritage, emotional resonance, and emerging consumer behaviors into a unified brand narrative

Conceptual Creative Framework:

• Visual and narrative exploration to modernize the Morton Girl for younger audiences

• Multi-generational storytelling emphasizing heritage, authenticity, and aspirational lifestyle relevance

• Conceptual execution pathways for digital, social, experiential, and in-store engagement

• Scalable ideas that could adapt across markets and future campaigns