• by Tanya Gazdik , Yesterday

Tootsie Roll Industries is launching a refresh of its "How Many Licks" TV spot, featuring the beloved Mr. Owl and Tootsie Pops.

“The updated commercial debuted on Sept. 8 and will run through Halloween, keeping the same storyline that candy lovers know by heart,” according to People. “A curious child asks Mr. Owl how many licks it takes to get to the center of a Tootsie Pop, except now he and the hungry owl have had a modern glow-up for the adorable moment.”

First introduced more than 50 years 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.

“The Chicago-based confectionery company also hinted that it has ‘more exciting plans for Mr. Owl on the horizon,’ but didn’t offer up any further details,” according to Parade. “While what may be to come remains unclear, the brand’s 125 years of candy-making experience tells us that it’s likely worth the wait.”

The spot was redrawn by animation house Calabash and led by the Chicago-based creative team at SCC, blending nostalgia with fresh energy.

“Tootsie Roll Industries' refresh in favor of a rebrand could be partly due to Cracker Barrel's recent rebrand backlash,” according to The U.S. Sun. “The company caught major heat online for its updated logo, which removed the iconic Uncle Herschel.

The refreshed campaign will run across connected TV, YouTube and social media platforms including TikTok, Instagram, Facebook, X and Reddit.

“Tootsie Pop in the 1990s did a 3D remake of “How Many Licks” with dragons in place of Mr. Owl, but retro ads have only grown stronger since then,” according to AdAge. “Kraft Heinz revived its “O-S-C-A-R” bologna ad in late 2024 and McDonald’s reopened McDonaldland this year. Both brands were looking to reawaken interest from lapsed customers and see if their classic pitches could appeal to new audiences.”