Tootsie Pop revives iconic ‘How many licks’ ad
The remake, released this week, will run through Halloween across TV and digital platforms from TikTok to YouTube.
Tootsie Roll Industries on September 8 is reviving one of the candy’s greatest secrets, the classic “How Many Licks” television commercial that first aired in 1970, in an effort to bring this iconic advertisement to a younger generation who have never seen it before.
The story remains the same: a child asks Mr. Owl how many licks it takes to reach the center of a Tootsie Pop, and the owl begins to nibble on the candy after three licks.
This long-running layout has been updated with sharper animation, sharper details, and an updated voiceover that reflects a contemporary style without straying too far from the original.
Created by Chicago-based Calabash Studios, with creative oversight by SCC, the ad seeks to balance heritage and glitz with a design that is both familiar and newly bright.
Craig Miller, chief creative officer at SCC, which oversaw the project, said in the press release the challenge was to keep the quirky charm of the original ad. “Many of us grew up with Mr. Owl and looked forward to seeing this commercial every year,” he said.
“Being entrusted with such a beloved piece of culture, we wanted to respect its heritage while modernizing it for the next generations.”
Tootsie Roll Industries debuted the campaign in 1969, asking customers the question: “How many licks does it take to get to the center of a Tootsie Pop?” It became one of the most recognizable and longest-running commercials in American television history, appearing every year as a nostalgic little treat.
“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 of Tootsie Roll Industries, in a press release.
Credits:
