Cracker Barrel’s recent move sparks a shakeup—and the return of a nostalgic candy
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For some brands, history becomes part of their identity, making any change risky. Yet nostalgia can be a powerful tool when used carefully, and one candy maker is betting big on that very idea.
After decades of leaving its most famous commercial untouched, the company has chosen to bring it back with a modern twist.
This move comes at a moment when other well-known names have faced backlash for abandoning tradition.
Tootsie Roll Industries has officially relaunched its iconic “How Many Licks” ad, first aired in 1970 and remembered for the young boy and the wise Mr. Owl.
Updated with sharper visuals and improved sound, the new version will run across television and digital platforms from now through Halloween.
Henry Mills, COO of Tootsie Roll Industries, said, “Nostalgia continues to be a driving force in today’s culture, and few characters are as iconic and fun as Mr. Owl.”
The company sees this revival as both a celebration of its heritage and a way to reach younger candy fans.
The project was executed by Calabash, an animation studio behind major films like Space Jam, alongside Chicago creative agency SCC.
Craig Miller, SCC’s Chief Creative Officer, emphasized the balance they aimed to strike: “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.”
Also read: M&M’s introduces a limited-edition flavor that’s worth the hunt
Both teams worked to refresh the ad without stripping away the qualities that made it memorable.
The timing of the comeback highlights the challenges brands face when deciding between refresh and rebrand.
Cracker Barrel recently sparked controversy when it changed its logo and dropped the character of Uncle Herschel, leading to accusations of abandoning its roots.
Marketing experts widely labeled that decision a misstep, warning that removing too much history weakens a company’s identity.
Tootsie Roll appears to be aiming for the opposite approach, leaning on heritage rather than replacing it.
Nostalgia marketing has grown as consumers seek comfort in familiar images and stories, particularly in uncertain times.
Also read: Have you tried Hershey’s new candy bar yet? Fans say it’s “one of the best ever”
From vintage packaging to rerun commercials, companies are using the past to reinforce loyalty while still adapting to modern audiences.
With the return of Mr. Owl, Tootsie Roll may show that the safest path forward isn’t rewriting the story, but retelling it with a new lens. Whether this sparks other classic brands to follow suit remains to be seen.
Read next: Is this classic American candy about to disappear forever?
Do you think reviving old commercials is smart, or should companies always push for something entirely new? Share your thoughts below and join the conversation on what nostalgia means for today’s brands.
After decades of leaving its most famous commercial untouched, the company has chosen to bring it back with a modern twist.
This move comes at a moment when other well-known names have faced backlash for abandoning tradition.
Tootsie Roll Industries has officially relaunched its iconic “How Many Licks” ad, first aired in 1970 and remembered for the young boy and the wise Mr. Owl.
Updated with sharper visuals and improved sound, the new version will run across television and digital platforms from now through Halloween.
Henry Mills, COO of Tootsie Roll Industries, said, “Nostalgia continues to be a driving force in today’s culture, and few characters are as iconic and fun as Mr. Owl.”
Cracker Barrel’s recent move sparks a shakeup—and the return of a nostalgic candy. Image source: Tootsie Roll / YouTube
The company sees this revival as both a celebration of its heritage and a way to reach younger candy fans.
The project was executed by Calabash, an animation studio behind major films like Space Jam, alongside Chicago creative agency SCC.
Craig Miller, SCC’s Chief Creative Officer, emphasized the balance they aimed to strike: “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.”
Also read: M&M’s introduces a limited-edition flavor that’s worth the hunt
Both teams worked to refresh the ad without stripping away the qualities that made it memorable.
The timing of the comeback highlights the challenges brands face when deciding between refresh and rebrand.
Cracker Barrel recently sparked controversy when it changed its logo and dropped the character of Uncle Herschel, leading to accusations of abandoning its roots.
Marketing experts widely labeled that decision a misstep, warning that removing too much history weakens a company’s identity.
Tootsie Roll appears to be aiming for the opposite approach, leaning on heritage rather than replacing it.
Nostalgia marketing has grown as consumers seek comfort in familiar images and stories, particularly in uncertain times.
Also read: Have you tried Hershey’s new candy bar yet? Fans say it’s “one of the best ever”
From vintage packaging to rerun commercials, companies are using the past to reinforce loyalty while still adapting to modern audiences.
With the return of Mr. Owl, Tootsie Roll may show that the safest path forward isn’t rewriting the story, but retelling it with a new lens. Whether this sparks other classic brands to follow suit remains to be seen.
Read next: Is this classic American candy about to disappear forever?
