Swap Your Format, Find Your Edge

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Tootsie Pop – “How Many Licks” Revival (2025)

Ad Lesson Insight

Tootsie Roll Industries has revitalized its iconic "How Many Licks" ad—first aired over 50 years ago. The refreshed campaign reintroduces the beloved Mr. Owl animation with updated, vibrant visuals and voice acting. Released on September 8, 2025, and running through Halloween, it’s going beyond nostalgia, bringing heritage to digital platforms like YouTube, TikTok, Instagram, and Connected TV. The strategic uplift balances legacy with modern appeal, reminding audiences why some mysteries (and mascots) stand the test of time.

Key Marketing Lessons

• Harness nostalgia smartly
  Reviving a beloved campaign can serve as a powerful emotional anchor. The "How Many Licks" update taps into fond memories while refreshing its appeal for today's audiences.

• Merge heritage with modern aesthetics
  The campaign avoids outdated visuals—they've modernized the animation and voiceover to feel fresh, not dated. This approach honors the past while staying relevant.

• Adapt classics for omnichannel distribution
  Running the campaign across TikTok, Instagram, YouTube, and Connected TV ensures maximum reach and allows each platform’s audience to rediscover the ad in their own way.

• Consistency builds trust
  By preserving the original’s tone and characters, while updating form, the brand reinforces its identity—and demonstrates care, not complacency.

Takeaway
Tootsie Pop’s revival of “How Many Licks” shows how a brand can honor legacy while staying culturally relevant. When nostalgia meets fresh execution and smart media placement, the result isn’t just remembered—it resonates.

Latest Trends and News

U.S. Government Aims to Curb Junk Food Marketing to Kids

The MAHA Commission, backed by the White House and chaired by Robert F. Kennedy Jr., has proposed federal limits on marketing unhealthy food and drugs to children, including restrictions on TV and social media ads. The initiative reflects growing concern over children’s health but faces expected resistance from major food and beverage companies.

Doja Cat Pulls Off Viral Lipstick Stunt for MAC

At the 2025 VMAs, Doja Cat “ate” a lipstick—later revealed to be chocolate—sponsored by MAC Cosmetics. The stunt drew praise for its creativity and shock value, compared to past memorable celebrity endorsements. It signals a shift toward immersive, unexpected marketing over traditional celebrity campaigns.

“Got Milk” Returns with New Brand Push

The classic "Got Milk?" campaign has been relaunched by the California Milk Processor Board to revive interest in dairy amid rising competition from plant-based alternatives. The new ads, featuring a mobile studio photographing 12,000 Californians, emphasize dairy’s “simple, real, natural” image—leveraging nostalgia and premium positioning.

Sponsored Section

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Weekly Tip

Emotions drive action

People may process logic, but they act on emotion. Tap into feelings to make your message stick.

• Use storytelling to create empathy
• Highlight aspirations or fears your audience relates to
• Pair facts with emotional triggers for balance

When content makes people feel something, they’re far more likely to remember and respond.

Weekly Challenge

Engagement Hour

Pick one hour each day to go all in on interaction:

• Post your content at the start of that hour
• Spend the next 60 minutes replying to every comment quickly
• Like and comment on posts from 10–15 accounts in your niche
• Track if posting plus engaging in the same window boosts reach and responses

This concentrated effort can trick the algorithm to push your content further.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.