#USA #Chicago #Tootsie Roll #Mr. Owl #Tootsie Pops

Mr. Owl's Fresh Look: A Nostalgic Refresh for a New Generation

Tootsie Roll Industries, a name synonymous with American candy culture for over 125 years, is bringing back a classic character with a modern twist. The company is reigniting fond memories this Halloween with a refreshed version of its famous TV advertisement featuring none other than Mr. Owl and the iconic Tootsie Pops. Known for the catchphrase, "How many licks does it take to get to the center of a Tootsie Pop?", this ad has delighted audiences for over five decades, making it a cherished part of pop culture.

Revitalizing a Classic

The original commercial has stood the test of time; it is not just an advertisement but a nostalgic piece that many remember from their childhoods. Tootsie Roll Industries is committed to connecting with both old fans and new ones by updating the animation and voice-over while retaining the beloved characters and storyline. The refreshing, reimagined version includes enhanced visuals that appeal to modern viewers, made possible through the talented hands of the acclaimed animation house Calabash. The project is led by the innovative Chicago-based team at SCC, who aim to attract a younger audience while paying homage to the brand's legacy.

Henry Mills, Chief Operating Officer at Tootsie Roll Industries, emphasizes the importance of nostalgia in today's consumer culture. He shared, “Nostalgia continues to be a driving force in today's culture, and few characters are as iconic and fun as Mr. Owl. Refreshing the 'How Many Licks' spot honors our rich heritage and brings the story to a new generation of candy lovers.”

A Modern Engagement

The new creative campaign, which began airing on September 8 and will run through Halloween, keeps the essence of the original commercial intact while modernizing its delivery. Tootsie Roll Industries recognizes that the digital landscape heavily influences how audiences engage with content today. Therefore, the refreshed ad will be broadcasted on various platforms, including Connected TV, YouTube, and social media sites such as TikTok, Instagram, Facebook, X, and Reddit. This strategy ensures that Mr. Owl and Tootsie Pops are front and center where audiences are likely to tune in.

Craig Miller, Chief Creative Officer at SCC, points out the significance of revamping a beloved cultural touchstone: “Many of us grew up with Mr. Owl and looked forward to seeing this commercial every year. Being entrusted with such a beloved piece of culture, we wanted to respect its heritage while modernizing it for the next generations.”

More Exciting Plans Ahead

As Tootsie Roll Industries embarks on this refreshed campaign, they are not just looking to trigger memories of the past but to build upon them. There are additional initiatives on the horizon that will further the presence of Mr. Owl and Tootsie Pops in nostalgic and innovative ways. With this campaign, the brand reinforces its role as a symbol of joy—inviting everyone, young and old, to engage with the magic of Tootsie Pops.

In a world where modern marketing often pushes relentless newness, Tootsie Roll Industries stands out by honoring its rich history while embracing the future. With Mr. Owl leading the charge, it's clear that Tootsie Roll Industries aims to make every generation fall in love with its sweets all over again.

For candy lovers everywhere, this campaign is an exciting reminder that the questions we once pondered about Tootsie Pops are still worth asking today: How many licks does it really take?