Origins of 12 Modern Icons


The California Raisins

Sometimes advertising concepts can lead to marketing delirium. In 1987, a frustrated copywriter at Foote, Cone & Belding was working on the California Raisin Advisory Board campaign and said, "We have tried everything but dancing raisins singing 'I Heard it Through the Grapevine.'" With vocals by Buddy Miles and design by Michael Brunsfeld, the idea was pitched to the client. The characters plumped up the sales of raisins by 20 percent, and the rest is Claymation history!