Last year, Tootsie Roll Industries (TRI) launched a refresh of one of the most recognizable and enduring commercials of all time: “How Many Licks,” starring the iconic Mr. Owl. The ad was restored to help introduce Tootsie Pop to a whole new generation of candy lovers. Creative was led by Chicago-based indie agency Schafer Condon Carter (SCC), with illustration and animation handled by acclaimed studio Calabash.
Well, the client and creative team are back only, this time, Mr. Owl has been joined by a brand new character – a playful, color-changing chameleon – to help showcase the chewy variety of Tootsie Roll flavors as only a color-changing chameleon can. There’s cherry, orange, lemon, lime and vanilla, in addition to chocolate. The advertising represents a milestone moment: it’s the first time Mr. Owl has been seen enjoying a Tootsie Roll, rather than his past favorite – a Tootsie Pop. It also marks the next chapter in the Mr. Owl story – all designed to help create awareness around Tootsie’s full flavor lineup.
In the original spot, a little boy asked Mr. Owl, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Roll Pop?” Here, our new chameleon friend asks Mr. Owl, “Why do chameleons change colors?” and “How do you pick a favorite flavor?” Mr. Owl says, “Let’s find out” and pops a Tootsie Roll in his mouth as we see the chameleon change colors. A voice over announcer ponders, “How do you pick a favorite flavor of Tootsie Roll?” And once again, the commercial ends with the words, “The world may never know.”
“Mr. Owl and his connection with Tootsie Pops has been iconic for decades,” said Henry Mills, Chief Operating Officer at Tootsie Roll Industries. “Our new chameleon character on screen with Mr. Owl represents an exciting phase for our brand’s future and invites everyone to discover all the Tootsie Roll flavors we have to offer beyond our beloved Original chocolatey flavor.” Added Craig Miller, Chief Creative Officer at SCC, ““The commercial is unmistakably Tootsie: same illustration and animation, same announcer voice over, same whimsical style, same production partners – reassembled to create a commercial that makes it feel both nostalgic and fresh.”
“Chameleon” will run in :30 and :15 second lengths beginning this week (June 15).
The campaign will be seen on Connected TV, YouTube and social media platforms including TikTok, Instagram, Facebook, X and Reddit, reaching Tootsie fans wherever they tune in.
And what better time to introduce the world to Tootsie’s newest character – the color-changing chameleon – than when the advertising world is getting ready to celebrate all matters of creativity concurrent with the start of the International Festival of Creativity at Cannes.
