The postcard above was used in 1916. There are many postcards featuring girls with umbrellas, but the most famous "umbrella girl" is the one created as an advertising character for Morton Salt. The Morton Umbrella Girl first appeared on their table salt packaging in 1914. Over the years, the Umbrella Girl has been updated periodically in 1921, 1933, 1941, 1956, and 1968. The History of the Umbrella Girl on the Morton Salt website shows all six variations. The 1968 girl is still in use.
You can see the last three umbrella girls in the ads and on the shakers below. The first ad appeared on the back cover of a 1952 American Family magazine. This ad has the famous Morton slogan: "When it Rains it Pours." The rainy day imagery and slogan arose from the fact that the salt had an additive to keep it from clumping in damp weather. The Morton slogan is a twist on the old English proverb “It never rains but it pours.”
1952 Morton Salt ad
The second ad is from a 1965 Better Homes and Gardens magazine. This ad shows a variety of packaging, including the individual miniature salt shakers.
1965 Morton Salt ad
A couple of my miniature shakers were bought in grocery stores: the second Sterling shaker circa mid-1960s, the light blue shaker circa late-1970s. The others were purchased in an antique store. The Morton shaker with the yellow top looks like the one in the 1965 ad. These shakers contain .4 ounces salt and are about 1.4 inches high.
The Sterling Salt is from the International Salt Company of Pennsylvania. The running boy character is named Salty. The first Salty has the slogan "Free Run'n" on the pants leg, and the back of the shaker says "Try the 'Salty Salt' for easy pouring in any weather."
More vintage Morton ads and commercials are shown on the Morton website (here).
I'm participating in Vintage Thingie Thursday