• by Fern Siegel , Yesterday

Tootsie Roll Pops is betting that fans of its lollipop, invented in 1931, still enjoy its classic "How Many Licks" spot.

SCC has launched a refresh of the classic TV ad, featuring Mr. Owl.

First introduced in 1969, the commercial is among the most recognizable in pop culture. Now, with updated visuals and voiceovers, Mr. Owl is positioned to connect with a new demographic.

How many licks to get to the Tootsie Pops center? Given the classic spot's narrative, we may never know.

Animation house Calabash redid the ad, which airs through Halloween on connected TV, YouTube and social media, including TikTok, Instagram, Facebook, X and Reddit.

"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."

Tootsie Roll Industries has been making candies for more than 125 years, including Tootsie Rolls, Dots, Charms Blow Pop, Junior Mints and Charleston Chews.

SCC agency work also includes Solo, OnDeck Capital and Old National Bank.