Since its debut in 1969, the animated Tootsie Pop commercial has been charming audiences with a simple, apparently unanswerable question: “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?” The commercial, featuring a curious young boy, a wise owl, and a famous counting sequence, quickly became one of the most iconic ads in American advertising history.
The Birth of a Catchphrase
Created for Tootsie Roll Industries, the “How Many Licks” ad aired in a decade that saw a growing trend in catchy, memorable commercials aimed at children and families. The campaign’s premise was simple yet ingenious—a young boy, tired of licking his Tootsie Pop without reaching the chocolatey center, asks various animal friends how many licks it would take to reach the center. A wise old owl finally gives him the answer, or so it seems.
The Journey to the “Crunch”
The boy first approaches Mr. Fox and Mr. Turtle, both of whom admit they’ve never reached the center themselves. Each refers him to Mr. Owl, known for his wisdom and insight. The owl, however, can’t resist his own curiosity. After only “one, two, three” licks, he famously bites into the Tootsie Pop, crunching his way to the center. As he hands back the stick to the boy, he nonchalantly declares, “Three.”
The Alternate Extended Version
While most viewers remember the shorter version of the Tootsie Pop commercial featuring the boy, Mr. Turtle, and Mr. Owl, an extended version also included Mr. Cow and Mr. Fox. In this version, the boy first asks Mr. Cow, who directs him to Mr. Fox before he ultimately consults Mr. Turtle and Mr. Owl.
This alternate cut aired less frequently than the condensed version, which became the standard due to its tighter pacing and broader appeal. The extended ad’s additional characters added humor and variety but were deemed unnecessary for the commercial’s iconic impact. As a result, it remains a lesser-known piece of Tootsie Pop history.
Meet the Voices Behind the Tootsie Pop Commercial
The enduring charm of the “How Many Licks” commercial owes much to its talented voice cast, each adding personality to the memorable characters. Here’s a breakdown of who voiced whom and what else they’re known for:
Paul Winchell as Mr. Owl
Paul Winchell’s portrayal of Mr. Owl is the commercial’s standout performance. Known for his work as the voice of Tigger in Disney’s Winnie the Pooh franchise, and as Gargamel on the The Smurfs, Winchell brought a blend of wisdom and impatience to the role. He was also an inventor, holding the patent for an early artificial heart.
Buddy Foster as the Boy
The curious boy who embarks on the quest to discover how many licks it takes was voiced by Buddy Foster. Buddy Foster, a child actor, is best known as the younger brother of Jodie Foster and appeared in TV series like Mayberry R.F.D, Hondo, The Andy Griffith Show, and The Six Million Dollar Man.
Paul Frees as Mr. Fox
Paul Frees brought his versatile voice to Mr. Fox, adding a smooth sophistication to the character. Frees, often called “The Man of a Thousand Voices,” is best known for narrating Disney’s Haunted Mansion ride and voicing Boris Badenov in The Rocky and Bullwinkle Show.
Ralph James as Mr. Turtle
Ralph James gave Mr. Turtle his slow, deliberate delivery, perfectly capturing the character’s thoughtful nature. James is also recognized for voicing Orson in Mork & Mindy, where his deep, commanding voice stood out.
Frank Nelson as Mr. Cow
Frank Nelson voiced the skeptical Mr. Cow with his signature comedic flair. Famous for his “Yeeees?” catchphrase, Nelson was a regular on The Jack Benny Program and appeared in countless sitcoms, often playing sarcastic or fussy characters.
So, How Many Licks Does It Take? The Science Behind the Crunch
The commercial’s famous question—“How many licks does it take?”—sparked a nationwide phenomenon, inspiring both casual experiments and serious scientific inquiries. Over the years, several detailed studies have tackled the challenge, yielding a fascinating range of results.
Tootsie Roll Industries documents these experiments on their official website in a section titled “Scientific Studies.” Here’s a summary of their findings:
Purdue University
Engineering students at Purdue University built a licking machine modeled after the human tongue to answer the question. Their machine averaged 364 licks to reach the Tootsie Roll center. However, when 20 human volunteers took up the challenge, their results were slightly lower, averaging 252 licks per person.
University of Michigan
A chemical engineering doctoral student at the University of Michigan also devised a customized licking machine for the experiment. Their results showed an average of 411 licks to get to the center, a number that edged out Purdue’s findings.
Bellarmine University
Bellarmine University in Louisville recently conducted a comprehensive study involving 130 participants, recording results based on gender, time taken, and even the Tootsie Pop’s color. Their approach highlighted the many variables that influence the lick count, offering a broader perspective on the question.
Swarthmore Junior High School
Proving that you don’t need advanced degrees—or a fancy machine—to join the fun, junior high students from Swarthmore School conducted their own experiment. Using only human lickers, they reported an average of 144 licks to reach the Tootsie Roll center, the lowest number of licks of all the studies.
The Verdict: The World May Never Know
Despite the rigorous efforts of these groups, there’s no definitive answer to the question, as results range widely depending on methodology, tongue pressure, and even Tootsie Pop flavor. As Tootsie Roll Industries humorously concludes, “The world may never know.”
A Timeless Campaign
Over the decades, Tootsie Roll Industries has revisited the “How Many Licks” theme in new commercials, but the original 1969 ad remains a cultural touchstone. The campaign’s simplicity and charm have cemented it as a timeless classic, remembered fondly by generations. With the humor and warmth of its animated characters and the whimsical question at its heart, the Tootsie Pop commercial has done something rare in advertising: it has transcended its purpose as a product promotion to become a beloved piece of American pop culture.
And, thanks to Mr. Owl’s “three” (and countless people trying to prove him wrong), that simple question—“How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?”—continues to spark curiosity more than fifty years later.
