Last year, Tootsie Roll Industries (TRI) and its agency Schafer Condon Carter launched a refresh of its classic “How Many Licks,” spot starring “Mr. Owl” for the brand’s Tootsie Pop.  

Now, in a new spot, Mr. Owl has been joined by a new character – a playful, color-changing chameleon – to help showcase the chewy variety of Tootsie Roll flavors, including cherry, orange, lemon, lime and vanilla, in addition to chocolate.   

it’s the first time Mr. Owl has been seen enjoying a Tootsie Roll, rather than his past favorite – a Tootsie Pop.  

In the new spot the chameleon character 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?” 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."    

“Chameleon” will run in :30 and :15 second lengths beginning this week.

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.