Hershey’s is making a big bet to win over Gen Z by partnering with powerhouse girl group Katseye.
The campaign debuts Hershey’s new Creme Bars, available in Affogato and Salted Caramel flavors—the brand’s biggest product launch this year, hitting shelves this fall. Hershey’s turned to Katseye to position the candy bars as the season’s “it [item] that everybody’s going to be talking about,” said Katrina Vatter, senior brand manager at The Hershey Company.
In the ad, Katseye performs their hit song “Pinky Up” on a crowded subway, inspiring everyday people to join in and try the candy bars.
