Tootsie Roll Expands Brand Universe with New Chameleon Campaign

The campaign introduces an animated, color-changing chameleon to highlight the diversity of the brand’s flavor profile, which spans cherry, orange, lime, lemon, and vanilla. Developed by the Chicago-based agency Schafer Condon Carter, the new spot serves as a direct successor to the refreshed 'How Many Licks' advertisement that debuted in September 2025. Animation duties were handled by Calabash, ensuring the campaign maintains the whimsical aesthetic established in previous iterations.

Henry Mills, Chief Operating Officer at Tootsie Roll Industries, noted that the inclusion of the chameleon character marks a strategic effort to move the brand beyond its traditional association with the original chocolate flavor. The rollout targets a digital-first audience, with placements scheduled across YouTube, connected TV, and social media platforms including TikTok, Instagram, and Reddit. This expansion follows the recent retail launch of 'The Berry Ones' at select Walmart locations, signaling an aggressive push to diversify the company's product visibility after more than 130 years of operation.