A CANDY brand is shaking things up for the first time in 50 years with the refresh of a beloved TV commercial.
Tootsie Roll Industries is bringing back its “How Many Licks” TV spot with its Mr. Owl and Tootsie Pops characters, starting today.
Tootsie Roll Industries is bringing back its iconic “How Many Licks” TV spot[/caption]
Tootsie Roll Industries is giving the commercial a makeover, with modern visuals and sound[/caption]
The iconic ad first premiered on television back in 1970 and featured a young boy asking Mr. Owl “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?”
Tootsie Roll Industries is giving the commercial a makeover with improved modern visuals and sound quality.
Henry Mills, Chief Operating Officer at Tootsie Roll Industries, cited the history of the ad and how the company is exposing it to new generations.
He said in a statement: “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.”
The updated commercial will air through to Halloween and will run across multiple social media platforms.
This includes YouTube, Instagram, Facebook, TikTok and X.
THE TEAM BEHIND IT
The ad was updated by the acclaimed animation house Calabash, a company that has created animation for major movie releases like Space Jam.
Calabash was also nominated for an Academy Award for its short Stubble Trouble in 2002.
The redesign was led by the creative team at SCC, a Chicago-based firm.
Craig Miller, Chief Creative Officer at SCC, underlined the heritage behind the advert.
He added: “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.”
BRAND REFRESH FEARS
Tootsie Roll Industries’ refresh in favor of a rebrand could be partly due to Cracker Barrel‘s recent rebrand backlash.
The company caught major heat online for its updated logo, which removed the iconic Uncle Herschel.
Experts even spoke out against the rebrand, calling it a “flop.”
David E. Johnson, CEO of the branding agency Strategic Vision PR Group, said that Cracker Barrel received the backlash for sacrificing its history.
He said: “From a branding perspective, it’s basically a flop.
“What they did wrong is they went against their brand story, which was the old logo, that reflected the southern, whimsical atmosphere in stores.”
Cracker Barrel was ultimately forced to release a statement on social media and take back its decision to change the logo.
The new ad is paying on TV right now and will also be available on several social media platforms[/caption]
