The California Raisins: How A Bunch of Dried Grapes Became A Hit Band

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When Seth Werner, a 31-year-old copywriter at the ad agency Foote, Cone & Belding, walked into the pitch meeting, he knew he had to put on a show. This client had been with his agency for over a decade, and though they'd had some fairly successful campaigns in the past, the client's main product was slipping in sales. Werner's big idea was going to be a risk, especially without the celebrity spokesperson the client had requested. And so, with a $7.5 million campaign on the line, Werner hit play and began dancing across the room to the old Motown hit "I Heard it Through the Grapevine."

First aired on September 14, 1986, Werner's idea for a 30-second television commercial introduced audiences to The California Raisins, a group of anthropomorphized raisins with expressive eyebrows, stylish shoes, and the slickest dance moves since the Chiquita Banana shimmied into advertising in the 1940s. People loved the singing, dancing Claymation raisins so much that more commercials followed, and—in a marketing scheme that was virtually unheard of at the time—The California Raisins went on to release four albums, score a Billboard Hot 100 hit, and earn an Emmy nomination (and appear in an Emmy-winning show). But how did a bunch of dried grapes, burdened with the reputation of being a mediocre, boring snack, become synonymous with swagger?

 

Commissioned by the California Raisin Advisory Board (CALRAB), a trade group of raisin producers in California’s Central Valley, the commercial was part of a multi-million dollar campaign to combat slowing raisin sales. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. The problem, FCB's account supervisor said at the time, was that though customers understood the health benefits of raisins, they had emotional connections with various vice products, like cigarettes because of the long-running "Marlboro Man" ads, or beer based on the popular "Miller Time" ads.

Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthought—the raisins needed personality. They needed to be the life of the snack bar. "We decided that we wanted the raisins to be cool and a bit intimidating," Werner said. The answer? High-top sneakers, sunglasses, and endless swagger. Werner and Fedor also thought that the commercial should use clay animation, a type of stop-motion animation using characters or settings made out of clay or other similarly pliable materials, rather than regular cartoon animation. And though the process is time-consuming and expensive, Werner's performance managed to win them over. CALRAB gave the "Grapevine" pitch the green light.

With a budget in hand, the agency hired Will Vinton, the Oscar-winning animator who would later trademark the term "Claymation," to help create their vision of dancing raisins. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. Because animators arranged each shot by hand, giving each raisin its own distinct personality (including individualized facial expressions and colorful sunglasses), the commercial took more than a month to shoot.

As for the music, the commercial featured Buddy Miles, a Carlos Santana collaborator and drummer for Jimi Hendrix, singing "I Heard It Through The Grapevine"—picked because of the obvious connection between grapes and raisins, but also because the song had seen a resurgence after the Marvin Gaye version had been used for the opening scene of the 1983 hit movie The Big Chill.

Audiences quickly connected with the Raisins’ authentic R&B sound, and The California Raisins’ version of "Grapevine" even reached No. 84 on the Billboard Hot 100. Between 1987 and 1988, the fictional band released four albums, two of which went platinum. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Can’t Hurry Love." Sales of raisins themselves increased 20 percent after the first commercial.

 

Musicians such as Ray Charles and Michael Jackson even got in on the raisin action, singing their own versions of "I Heard It Through The Grapevine" for later commercials. Jackson, who agreed to do his commercial for free (and on the condition that he only work with Vinton, who he knew from their Captain EO project with Disney), helped create his own Claymation raisin with his signature single white glove, fedora, and pelvic-thrusting dance moves.

Besides appearing in short commercials, The California Raisins shared their musical chops in television specials. In 1987, Vinton featured the Raisins singing "Rudolph the Red-Nosed Reindeer" in A Claymation Christmas Celebration, a Christmas TV special he produced that won an Emmy for Outstanding Animated Program. The following year, Vinton created another TV special called Meet The Raisins! The mockumentary-style show created a full backstory about the band’s rise to stardom and delved into the histories of each of the individual Raisins, who had names by this point—A.C., Beebop, Stretch, and Red. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. Then in 1989, a 13-episode Saturday Morning Cartoon show called The California Raisin Show aired.

 

But the Raisins’s influence went beyond just TV and music and began to invade all levels of pop culture. During the peak of their popularity in the late '80s, the California Raisins also had a fan club, merchandise that spanned from plush toys to lunch boxes to air fresheners, and a series of comic books. Post's Raisin Bran cereal took advantage of the increasingly popular dried fruit and teamed up with the Raisins to help promote their boxed cereal, and fast food chain Hardee’s bought a license to produce the incredibly popular collectible Raisins figurines.

Although Vinton made one last Claymation TV movie about the Raisins in 1990, the end of the '80s brought a decline in the Raisins’s popularity. It began to cost CALRAB too much to market the Raisins, and the public moved on. But thanks to the California Raisins, it’s now commonplace to see ads that include anthropomorphized food or candy. "The Raisins opened up a floodgate … everything had to be personified," Vinton told Food & Wine last year. While today’s commercials may depict M&Ms and cookies with unique personas, the California Raisins hold a special place as '80s pop culture icons.

15 Game of Thrones Products Every Fan Needs

Kit Harington and Emilia Clarke in Game of Thrones
Kit Harington and Emilia Clarke in Game of Thrones
Helen Sloan, HBO

Though Game of Thrones might be coming to its official end, that doesn’t mean that your fandom can’t—or won’t—carry on. Whether you’re a years-long defender of House Stark or have been rooting for House Targaryen since the beginning, there’s a candle, collectible pin, coffee mug, card game, and pretty much anything else you can imagine with your name (and preferred sigil) on it.

1. A Song of Ice and Fire Book Series; $46

Bantam's 'A Song of Ice and Fire' book series

Bantam, Amazon

If you’ve never read George R.R. Martin’s A Song of Ice and Fire, the book series upon which the series is based, plenty more Westerosi drama awaits. And just because you’ve seen every episode of the series 10 times doesn’t mean you know which way the books will turn. (The TV show diverged from their narrative a long time ago—and dozens of the characters who have been killed off on your television screen are still alive and well in the books.) Plus, as Martin has yet to complete the series, you may just catch up in time for the newest book.

Buy it: Amazon

2. Map Marker Wine Stopper Set; $50

Nobody solves a problem like Tyrion Lannister … and his thought process usually includes copious amounts of wine (Dornish if you’ve got it). Something tells us you’re going need some vino yourself to get through the giant, hour-long hole left in your Sunday nights once Game of Thrones officially ends. Make sure you don’t let a drop of it go to waste by keeping one of these six wine stoppers—each one carved to represent the sigil of the most noble houses in the Seven Kingdoms—handy.

Buy it: HBO Shop or BoxLunch

3. Winterfell Coffee Mug; $25

If coffee is more your speed—we get it: the night is dark and full of terrors—this simple-yet-elegant Winterfell mug is an easy way to communicate to your co-workers why you’re typically a little bleary-eyed on Monday mornings.

Buy it: HBO Shop

4. Hodor Door Stop; $12

A 3D-printed Hodor door stop, inspired by 'Game of Thrones'

3D Cauldron, Amazon

An important part of being a Game of Thrones fan is accepting that showrunners D.B. Weiss and David Benioff have no problem killing off your favorite characters, often in brutal ways. One of the series’ most memorable deaths was that of Hodor, Bran Stark’s personal mode of transport, who we loved despite the fact that the only word he ever uttered for six seasons was “Hodor”—and who we loved even more when, in the final moments of his life, we learned why that was the case. Pay tribute to the gentle giant, and his backstory, with this 3D-printed door stop.

Buy it: Amazon

5. Tarot Card Deck; $25

A 'Game of Thrones' tarot card deck, from Chronicle Books

Chronicle Books, Amazon

Channel your inner Maggy the Frog and see what the future holds for you and your loved ones (your enemies, too, if the mood strikes you) with Chronicle Books’s gorgeously packaged tarot card deck. The tarot tradition and Game of Thrones mythology blend seamlessly together in this box of goodies, which includes an instruction book and illustrated cards featuring your favorite characters and most beloved scenes from the show.

Buy it: Amazon or Chronicle Books

6. Fire and Blood Candle; $12

Mad Queen or not, show that you still stand behind the Mother of Dragons by filling your home with this House Targaryen-inspired votive candle. Best of all: Just wait to see the look on the faces of your guests when they ask “Mmmm … what’s that smell?” If you’d prefer not to answer with “fire and blood—doesn’t it smell delicious?,” there are other scents available: one called "Moon of My Life My Sun and Stars," another called "Be a Dragon," and one inspired by the Iron Throne itself (which must smell like victory).

Buy it: HBO Shop

7. Clue: Game of Thrones; $50

Margaery Tyrell with the battle axe in Cersei’s bedchambers. Rewrite the rules—and brutal deaths—of Game of Thrones with this special edition of the classic board game, which tasks you with figuring out who murdered whom, using what weapon, and where the incident took place. A double-sided playing board lets you choose whether you want to set the game in The Red Keep or Meereen.

Buy it: HBO Shop or BoxLunch

8. Game of Thrones Monopoly; $24

'Game of Thrones Monopoly' game board

Hasbro, Amazon

Who wants to be the Lord or Lady of Winterfell when you can become the preeminent real estate mogul of all the Seven Kingdoms? This special-edition Monopoly board puts a distinctly Westerosian twist on the classic game, with silver tokens to represent the sigils of each of the main houses and a card holder that plays the series’ haunting score whenever you press it.

Buy it: Amazon or Best Buy

9. House Stark Hoodie; $60

If you really wanted to dress like a Stark, you’d have a master blacksmith on hand to help customize your armor—or at least turn your IKEA rug into a luxurious cape. If you’re far less crafty, there’s always this full-zip hoodie featuring an embroidered direwolf on the front and an outlined illustration of the same on the back. The minimalist design is a way to show your fandom in a way that, to the untrained eye, might just look like you’re a fan of wolves. But the rest of us will know better. And approve.

Buy it: ThinkGeek

10. Deluxe Iron Throne Funko Pop! Set; $130

Funko's Iron Throne Pop! set of five

Funko, HBO Shop

Though it seems unlikely that a few of these characters will ever sit on the Iron Throne (either because they’re dead or have gone mad), a fan can always hope. And buying them as part of this five-piece set is an easy way to collect them all. If you don’t see your favorite character here, Amazon has got plenty more squat-headed figures to choose from, including Arya, Brienne of Tarth, Rhaegal (poor Rhaegal), and Ghost (poor Ghost). If you ever happen upon a headless Ned Stark Pop!, grab it; this hard-to-find figure can sell for more than $2000 on eBay.

Buy it: HBO Shop

11. Iron Throne Bookend; $60

After devoting more than eight years of your life to seeing Game of Thrones all the way through, maybe it’s you who deserves the Iron Throne. You can’t sit on this 7.5-inch replica, the base of which features sigils from all the noble houses, but you can show off your fancy George R.R. Martin book collection … or all that dragon fan fiction you’ve been working on.

Buy it: Best Buy or the HBO Shop

12. Game of Thrones Music Box; $13

'Game of Thrones' music box

Shenzhen Youtang Trade Co., Amazon

Channel your inner Arya by psyching yourself up with the iconic Game of Thrones theme song whenever you feel the need to hear it with this hand-cranked music box.

Buy it: Amazon

13. Iron Throne Tankard; $70

Show your guests who's boss at your next dinner party—or raucous feast—as you take your place at the head of the table and guzzle your mead (or giant's milk—we don't judge) from this Iron Throne-themed tankard, completed with sword handle.

Buy it: HBO Shop

14. Game of Thrones Socks; $8

It gets cold in the North. Keep your tootsies warm with this six-pack of stylish ankle-cut socks.

Buy it: Target

15. Living Language Dothraki; $16

A copy of the Living Language Dothraki language course

Living Language, Amazon

By now, you've surely learned at least a handful of common Dothraki words and phrases. But if you wan to become fluent in the (fictional) language, this language course is one way to do it. Now: Finne zhavvorsa anni?

Buy it: Amazon

Mental Floss has affiliate relationships with certain retailers and may receive a small percentage of any sale. But we choose all products independently and only get commission on items you buy and don't return, so we're only happy if you're happy. Thanks for helping us pay the bills!

Will Varys's Letters Matter in the Game of Thrones Finale?

Conleth Hill as Lord Varys in Game of Thrones
Conleth Hill as Lord Varys in Game of Thrones
Helen Sloan, HBO

Warning: Spoilers for all aired episodes of Game of Thrones ahead.

The final episode of Game of Thrones is upon us, and after last week’s episode, “The Bells,” most of our biggest questions now revolve around Daenerys Targaryen’s fate. The Mother of Dragons made the controversial decision to burn King’s Landing to the ground, and that move—combined with the fact that she’s not the true heir to the Iron Throne—might result in an ending that is not in her favor.

While viewers know that Jon Snow is actually the person with the rightful claim to the throne, very few people in the show do (and not all of them are still alive to tell the story). Lord Varys tried to right that wrong by writing letters presumably to people across Westeros in the beginning of the most recent episode, but was executed soon after.

Did he manage to send any of the letters, and if so, who will even receive them?

During the episode we see two scenes in which Varys is writing letters, and PopSugar argues that this means he must have sent at least one batch. Writer Andrea Johnson also poses a theory that he informed the new Prince of Dorne of Jon’s true claim. The mention of this new character in the previous episode, “The Last of the Starks,” seemed very random to fans at the time, leading many to believe that the Prince of Dorne—whose identity is still unknown to us—might play a part the finale.

Varys already had an established relationship with the people of Dorne and, as PopSugar points out, if the new prince is a member of House Martell, who have historically been allies with the Targaryens, he would likely support Jon, a.k.a. Aegon Targaryen, as king.

ScreenRant speculates that Varys could also be sending letters to the Vale and Riverrun, looking for support from Edmure Tully and Robin Arryn. As neither have been loyal to Daenerys, they would likely be open to accepting Jon’s true claim. Plus, back in February, a cast list leak included both Tobias Menzies and Lino Facioli (who play Edmure and Robyn, respectively) among the actors who would appear in season 8, though they've been no-shows so far.

Despite how those in the other kingdoms would feel about Daenerys, even considering her most recent actions in King's Landing, whether or not they’ll learn the truth in time is still a question mark. With only one episode left, the First of Her Name will have to act fast if she wants to live, let alone win the Iron Throne.

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