Earlier today, a friend of mine unwrapped a Tootsie Pop and asked us “how long do you think they’ve had these wrapper designs for?” Of course, this sparked curiosity and I turned to Google for the answer.
Tootsie Pops were first created in 1931 by the 118-year-old company, Tootsie Roll Industries. The company began in 1896 and has since created 22 of the worlds best candy treats, including Dubble Bubble, Tootsie Rolls, Andes, Junior Mints, among others. All of these candies I associate with my childhood. When I researched the company, I noticed that not much has changed through the years, not only with new candy creations, but also within the company itself.
I learned that Tootsie Roll Industries has the oldest CEO of any business on the New York Stock Exchange or Nasdaq. At 92-years-old, Melvin Gordon and his wife, Ellen, have run the company together for over 50 years. Public relations and marketing strategies are not of importance to the Gordon’s as they haven’t participated in a single interview in many years nor currently give tours of the Tootsie factory. It seems as though Tootsie prides itself as a classic candy brand, but will it last them another lifetime?
After discussing with my friends for a few minutes, we all agreed that we like the original and classic look of Tootsie Pops because they’ve had the same design since we were young (and our parents were young). The look and taste of Tootsie Pops takes me back to my childhood times with my family and friends.
Though I love the nostalgia that comes when I open up a Tootsie Pop, I think that the company could use a pump of rebranding and introduction in the world of mass communication. My generation is familiar with most of the candies created by Tootsie Roll Industries, but will future generations recognize them?
In a world of technology-consumed children, families and culture, companies are stepping up their game to attract the younger generations. Reese’s candy, by Hershey’s, is always creating new products and marketing strategies to convert and maintain Reese’s lovers. Their advertisements are simple, yet effective.
Snickers, created by Mars Chocolate, is known for its effective and entertaining advertising that targets youth and adults alike. Snicker’s advertising success shows too through its use of marketing through social media.
Tootsie Roll Industries can maintain their classic American candy look while still increasing marketing strategies and becoming more transparent with its consumers. A simple revamp of the Tootsie brand could launch new numbers that have yet to be seen since years ago. But, no matter what, I will continue to enjoy Tootsie Pops as I have since my childhood.