Celebrating a unique pop culture phenomenon...

Remember the days when Raisins ruled? Want to know all about Michael's raisin?

July 29th 1989-2008. The Michael Raisin: A Celebration!

Read memories from those who made the Michael Raisin commercial, have a look at exclusive never before seen photos and enjoy the Michael Raisin commercial all over again!

1986.

After years of healthy sales of raisins, the California Raisin Advisory Board (CALRAB) urgently needed a new, innovative and unique promotional campaign that would make a dry, shriveled fruit appealing to a whole new generation.

The totally brand new concept came from Seth Werner and Dextor Fedor of San Franciso's Foote, Belding & Cone Advertising agency. Their idea was to feature claymation raisins dancing to Marvin Gaye's famous hit "Heard It Through The Grapevine". And so the Dancing Raisins was well and truly born!

"This was an assignment to use sheer creativity in order to get people to look at a TV commercial and have a good feeling about shriveled fruit—raisins. We could have told people ways to eat raisins and incorporate them into recipes, but that was not very compelling or interesting." - Dextor Fedor

September 1986 saw the very first California Dancing Raisin commercial air across the continental United States for the first time. The reaction was unanticipated as the Dancing Raisins quickly grew in popularity far beyond anyone's expectations. It wasn't long before official Raisins merchandise covering everything from bedding to oven gloves and toys were officially available. The Dancing Raisins were as much a hit with celebrities as they were with the general public. The Dancing Raisins commercial would earn Dextor Fedor three Clio Awards (the advertising equivalent of the Oscar) for Best Commercial of the Year, two first place Andy Winner Awards in the same category, and the Silver Lion at the Cannes Film Festival.

Ray Charles and Jimi Hendrix had already been 'raisinized' by this time and it wasn't long before the biggest star in the world would come calling.

1989.

The Dancing Raisins had now established themselves as a part of the popular culture of the day and had even had their own musical efforts released on LP when Michael Jackson called Will Vinton. Michael told him he wanted to be a raisin and was willing to waive his fee as long as the outright creative control was in his and Will's very capable hands.

The Michael Raisin commercial debuted at 5,700 theaters across the United States on July 29th 1989. Audiences in many theaters around the country loved the Michael Raisin commercial so much that they applauded when it ended! The commercial was instrumental in realising the power of advertising a product to potential consumers before the feature film was even played.

In the Dancing Raisins 1980s hey-day, more money was made from various spin offs than was actually being made from sales of raisins. One of the most popular raisin products were the many toy figures you could buy for $2. Applause Inc. made the plastic figures and today the Michael Raisin is one of the most sought after California Raisins collectibles.

1994.

The Dancing Raisins were retired and in the years that have since passed many of the original staff who had worked on the successful 1980s marketing campaign have either retired or moved on.

1998.

Sales of raisins had been declining since 1994 and CALRAB had by now renamed itself as the California Raisin Marketing Board (CALRMB).

2008.

The newest campaign is aimed at mothers as it had been in the 1970s. The campaign is now called the Wise Choice campaign and the new website is www.loveyourraisins.com. The full cast of Dancing Raisins developed in the 1980s are no longer used although a Dancing Raisin is still used for commercials and packaging.

Having excited millions of children back in the day, the Dancing Raisins are now forever a part of popular culture, especially in the United States of America.

Raisin Hell!