{"id":19748,"date":"2020-10-12T18:16:00","date_gmt":"2020-10-12T22:16:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19748"},"modified":"2026-09-16T18:17:43","modified_gmt":"2026-09-16T22:17:43","slug":"1908-candys-alexander-the-grape-launches-make-america-grape-again-campaign","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/1908-candys-alexander-the-grape-launches-make-america-grape-again-campaign\/19748\/","title":{"rendered":"1908 Candy\u2019s Alexander the Grape Launches \u201cMake America Grape Again\u201d Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brand mascots enjoy getting playfully involved with politics. In 2016, StarKist\u2019s Charlie the Tuna was the <a href=\"https:\/\/popicon.life\/fireside-chat-charlie-tuna-2016s-altunative-presidential-candidate\/\">alTUNAtive Presidential candidate<\/a> who ran on a platform for change and great taste we could believe in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, <a href=\"https:\/\/www.1908candy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">1908 Candy<\/a> has a delicious dark horse nominee in their own Alexander the Grape. The iconic grape-flavored candy character is returning after a 30-year hiatus. His mission? \u201cMake America Grape Again.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/10\/OG-Alexander-The-Grape.jpg\" alt=\"\" class=\"wp-image-12437\"\/><\/figure>\n\n\n\n<h3 id=\"h-alexander-the-grape-s-origin-story\" class=\"wp-block-heading\"><strong>Alexander the Grape\u2019s Origin Story<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If the name of this mascot doesn\u2019t ring a bell with you, perhaps you\u2019ll recall some of the mascot\u2019s previous design, and name, iterations over the years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.1908candy.com\/alexander-the-grape\" target=\"_blank\" rel=\"noreferrer noopener\">Alexander the Grape<\/a> was created by confection company Ferrara Pan in the mid-1970s. The candy mascot was referred to as Alexander the Grape until the 1990s. Then, the candy became more commonly known as \u201cGrapeheads.\u201d (Sounds a little more familiar, right?)<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/10\/Grapeheads.jpg\" alt=\"\" class=\"wp-image-12438\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside Grapeheads were a bevy of Ferrara Pan favorites including Appleheads and Cherryheads. These candies quickly became part of the Ferrara Pan \u201cLemonhead and Friends\u201d hard candy mix.<\/p>\n\n\n\n<h3 id=\"h-a-sweet-2018-relaunch\" class=\"wp-block-heading\"><strong>A Sweet 2018 Relaunch<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 2018, the candies were brought back under their original names by 1908 Candy\u2019s Founder Lou Pagano II. The relaunch revamped quite a few aspects of the candy. Originally a hard candy, Alexander the Grape was relaunched as flavorful and chewy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Acting creative agency <a href=\"https:\/\/www.mannsales.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mann Sales Co.<\/a> worked alongside 1908 Candy to capture the candy\u2019s nostalgic elements and revamp the characters for a new audience. Supported by Creative Director Jack Levison, Mann Sales Co. relaunched every aspect of the brand. This included updating packaging designs, creating new advertising campaigns, and redesigning 1908 Candy\u2019s website pages for the characters.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/10\/Alexander-the-Grape.jpg\" alt=\"\" class=\"wp-image-12441\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Mann Sales Co. also partnered with <a href=\"https:\/\/www.glitschkastudios.com\/#\/1908-candy-co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Glitschka Studios<\/a> for the character redesigns. Art Director Von Glitschka and Illustrator Savannah Glitschka were tasked with retaining the established equity of the characters while giving each one a fresh, new approach. This meant paying attention to the simplicity of form, using vibrant colors, and engaging personas to better position the product in the competitive candy marketplace.<\/p>\n\n\n\n<h3 id=\"h-meet-alexander-the-grape\" class=\"wp-block-heading\"><strong>Meet Alexander the Grape<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Just who is Alexander the Grape?<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/10\/Billboard-Mockup-2-scaled.jpg\" alt=\"\" class=\"wp-image-12440\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Much like his namesake Alexander the Great, Alexander the Grape considers himself to be the most influential candy in history. He\u2019s fearless, ambitious, and full of wit and good humor. Legend has it he won\u2019t stop until he has conquered every shelf and taste bud in the known world.<\/p>\n\n\n\n<h3 id=\"h-the-make-america-grape-again-campaign-trail\" class=\"wp-block-heading\"><strong>The \u201cMake America Grape Again\u201d Campaign Trail<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Millions of packages of Alexander the Grape were sold during the candy\u2019s original run with Ferrara Pan. Alexander\u2019s return has seen a largely positive reception, both with the revamped candy and its playful OOH (out-of-home) anti-political campaign.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/10\/Billboard-Mockup-3-scaled.jpg\" alt=\"\" class=\"wp-image-12439\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Slogan aside, what else does Alexander the Grape stand for? Well, this is a candy that supports universal healthcare for all \u2014 except dental plans. Alexander also believes politics shouldn\u2019t be tough to swallow and that yes, we can(dy).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After running a successful campaign in Chicago, 1908 Candy expanded its \u201cMake America Grape Again\u201d ad campaign to the greater New York City area in August. Lou Pagano II appreciates that fans have enjoyed the candy company\u2019s sense of humor \u2014 and that they have been ecstatic about the candy\u2019s return. Sales have increased by 600% for 1908 Candy!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Post-Presidential run, where can you find Alexander the Grape? He\u2019s pretty active on social media! You can follow him on Twitter <a href=\"https:\/\/twitter.com\/alexgrapecandy\" target=\"_blank\" rel=\"noreferrer noopener\">@alexgrapecandy<\/a>, Instagram <a href=\"http:\/\/instagram.com\/alexanderthegrapecandy\" target=\"_blank\" rel=\"noreferrer noopener\">@alexandergrapecandy<\/a>, and TikTok, where has over 25,000 followers in the grape gang, <a href=\"http:\/\/tiktok.com\/@alexanderthegrape5\" target=\"_blank\" rel=\"noreferrer noopener\">@alexanderthegrape5<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Brand mascots enjoy getting playfully involved with politics. In 2016, StarKist\u2019s Charlie the Tuna was the alTUNAtive Presidential candidate who ran on a platform for change and [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19749,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>1908 Candy\u2019s Alexander the Grape Launches \u201cMake America Grape Again\u201d Campaign | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/1908-candys-alexander-the-grape-launches-make-america-grape-again-campaign\/19748\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1908 Candy\u2019s Alexander the Grape Launches \u201cMake America Grape Again\u201d Campaign\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Brand mascots enjoy getting playfully involved with politics. In 2016, StarKist\u2019s Charlie the Tuna was the alTUNAtive Presidential candidate who ran on a platform for change and [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/1908-candys-alexander-the-grape-launches-make-america-grape-again-campaign\/19748\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-12T22:16:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-16T22:17:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-3.16.59-PM-1024x574.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"574\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" 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