The world may still never know. But it doesn’t hurt to ask again. Chicago-based Tootsie Roll Industries is bringing back one of candy’s most enduring mysteries with a remastered version of its iconic “How Many Licks” commercial, first aired in 1970.
The refreshed spot retains the original dialogue and playful tone while updating the animation and voices to appeal to today’s younger audiences and tap into the growing appetite for nostalgia.
“Our goal is to extend the love for Tootsie Pops to the next generation,” said Henry Mills, chief operating officer at Tootsie Roll Industries. “The fresh look gives longtime fans something to smile about while introducing this playful tradition to new audiences.”
The original ad, created by Doner, followed a determined boy on his quest to reach the chewy chocolate center of a Tootsie Pop. Along the way, he asks Mr. Cow, Mr. Fox, and Mr. Turtle before turning to the wise but impatient Mr. Owl, who famously crunches into the pop after just three licks. Watch the original below:
Now here’s the updated version:
Millions of Gen X kids first saw the ad alongside Saturday morning cartoons, making it a seasonal staple every Halloween for decades. “This spot means a lot to so many people,” said Craig Miller, chief creative officer of Schafer Condon Carter (SCC), which led the remake with Chicago-based animator Calabash. “Little kids dress up like Mr. Owl for Halloween. Teachers use the ‘one-two-three’ in kindergarten. This is bigger than just the spot alone—it’s a cultural touchstone,” MIller added.
The remaster required redrawing each line “pixel for pixel” to meet HD standards, shifting the aspect ratio from 4:3 to 16:9, brightening colors, and enhancing details such as the Tootsie Pop logo. The new ad ends by showcasing five flavors instead of the original six.
The revived commercial debuts across connected TV, YouTube, and social media through Halloween. Tootsie Roll hinted that “more exciting plans for Mr. Owl” are coming soon.
CREDITS:
BRAND: Tootsie Roll Industries
AGENCY: Schafer Condon Carter
Chief Creative Officer: Craig Miller
PRODUCTION COMPANY: Calabash
- Executive Producer: Sean Henry
- Creative Director: Wayne Brejcha
MUSIC: Noisefloor
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