Answer · confidence: partial

How did the owl's three bites spread into jokes, talk, and playground bragging?

Research question: How did the owl's three-bite answer spread beyond the commercial into everyday talk, parody, and playground bragging?

The records show the original 1970 ad made Mr. Owl's three-lick claim famous, since he took three licks before biting into the pop ³. In the ad, he claimed three licks were enough because he used his beak to break the candy to reach the center ⁴. A 2022 Colbert cold open parodied the campaign with a sexualized re-edit, turning the lick count into innuendo that ran from 'One' to 'Threesome' to '69' ²⁵. Craig Miller of Schafer Condon Carter described the ad as a cultural touchstone that has lived in classrooms, costumes, and family memories ¹. The records do not describe everyday conversation or playground bragging, so that part of the question is only partly answered. The newest fact is from September 2025, about a year before October 2026 ¹.

Checked 2026-10-21. Only documented and supported facts are used.

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Sources

[1] supported

Craig Miller, Chief Creative Officer at Schafer Condon Carter, described the ad as a cultural touchstone that has lived in classrooms, costumes, and family memories.

"It’s a cultural touchstone, something that’s lived in classrooms, costumes, and inside family memories."

Tootsie Pop Revives Iconic 'How Many Licks?' Ad With Modern Twist

[2] supported

The Colbert cold open was a sexualized re-edit of the 1960s and '70s Tootsie Pop ad campaign that asked how many licks it takes to reach the center.

"Which brings us to that cold open gag, a super sexual re-edit of the "how many licks does it take to get to the Tootsie Roll center of a Tootsie Pop" ad campaign from the 1960s and '70s."

Colbert Ribs M&Ms With a Slightly NSFW Tootsie Pop Commercial (Video)

[3] supported

The original Tootsie Pop ad first aired in 1970, became a seasonal favorite, and was famous for Mr. Owl taking three licks before biting into the pop.

"The original first aired in 1970 and became a seasonal favorite, famous for Mr. Owl’s three licks before biting into the Tootsie Pop."

Tootsie Pop Revives Iconic 'How Many Licks?' Ad With Modern Twist

[4] supported

In the original ad, the owl, Mr. Owl, claimed it took three licks because he used his beak to break the candy to reach the center.

"In the original ad, a young boy asks an owl named Mr. Owl how many licks it takes; Mr. Owl, clearly a selfish jerk, takes the Tootsie Pop from the boy and declares it takes three licks — because he then uses his beak to break the Tootsie Pop to get to the center."

Colbert Ribs M&Ms With a Slightly NSFW Tootsie Pop Commercial (Video)

[5] supported

In the parody, Mr. Owl's counting of licks becomes sexual innuendo, running from 'One' to 'Threesome' to '69' in a deep, sexy voice.

""Let's find out," Mr. Owl says in a deep, sexy baritone voice. "One. Two. Threesome. Foreplay. 69.""

Colbert Ribs M&Ms With a Slightly NSFW Tootsie Pop Commercial (Video)

[6] supported

The parody ends by replacing the candy's slogan with a crude sexual tagline.

"Then we get a new slogan for the candy: "Tootsie Pop: Suck our ball.""

Colbert Ribs M&Ms With a Slightly NSFW Tootsie Pop Commercial (Video)