Tootsie Pops Remakes Nostalgic ‘How Many Licks’ Commercial 55 Years After Original Release

More than 50 years after Tootsie Roll Industries first aired its beloved “How Many Licks” commercial, the candy brand is rolling out a refreshed version of the ad, aimed to charm a new generation of fans.

The updated commercial debuted on Sept. 8 and will run through Halloween, keeping the same storyline that candy lovers know by heart. 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. 

The characters have been redrawn with brighter animation and updated voice work, while still holding onto the classic spirit that made the original so memorable.

“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 at Tootsie Roll Industries. “Refreshing the ‘How Many Licks’ spot honors our rich heritage and brings the story to a new generation of candy lovers.”

In the original advertisement, the curious kid first asks an elderly turtle the question and is then directed to Mr. Owl. When asked the question, the owl takes the lollipop and licks it three times before chomping down on its hard shell exterior and handing the stick back to the child. 

The new campaign comes courtesy of animation studio Calabash and Chicago-based creative team SCC, who aimed to strike a balance between heritage and today’s design standards. 

“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.”

The refreshed spot will air across Connected TV (CTV), YouTube and social media — including TikTok, Instagram, Facebook, X and Reddit — allowing Mr. Owl and his candy wisdom to reach audiences everywhere this spooky season.

For Tootsie Roll Industries, which has been making sweets for more than 125 years, this campaign is both a look back and a step forward. Mr. Owl might still be a little impatient when it comes to Tootsie Pops, but his staying power proves some candy mysteries never go out of style.