Tootsie Roll Industries is launching a refresh of its “How Many Licks” TV spot, featuring the beloved Mr. Owl and Tootsie Pops. First introduced more than five decades ago, the commercial has become one of the most recognizable and enduring ads in American pop culture. Now, with updated animation and voice over, Mr. Owl is ready to connect with a new generation and revisit the timeless Tootsie Pop mystery just in time for Halloween.
“Nostalgia continues to be a driving force in today’s culture, and few characters are as iconic and fun as Mr. Owl,” said Henry Mills, Chief Operating Officer at Tootsie Roll Industries. “Refreshing the ‘How Many Licks’ spot honors our rich heritage and brings the story to a new generation of candy lovers.”
The new creative, airing September 8 through Halloween, stays true to the iconic storyline and characters that made the original a household favorite, while modernizing the visuals to resonate with today’s digital and design standards. The spot was redrawn by the acclaimed animation house Calabash, led by the Chicago-based creative team at SCC, blending nostalgia with fresh, vibrant energy.
“Many of us grew up with Mr. Owl and looked forward to seeing this commercial every year,” said Craig Miller, Chief Creative Officer at SCC. “Being entrusted with such a beloved piece of culture, we wanted to respect its heritage while modernizing it for the next generations.”
The refreshed campaign will run across Connected TV, YouTube, and social media platforms, including TikTok, Instagram, Facebook, X, and Reddit, ensuring Mr. Owl and Tootsie Pops are front and center wherever audiences tune in.
For over 125 years, Tootsie has been a symbol of joy, nostalgia, and classic American treats. As the brand embraces its past, it’s also looking ahead — starting with the reinvigorated “How Many Licks” campaign, with more exciting plans for Mr. Owl on the horizon.
