Hershey's Taps Katseye for Sweet New Campaign

Hershey's is introducing new Crème Bars, featuring indulgent flavors such as affogato and salted caramel, to appeal to a younger demographic, including Gen Z and those in their twenties. The company recognizes that while younger consumers love the brand, they also seek new flavors, textures, and premium experiences.

To capture this market, Hershey's has partnered with the all-girl pop group Katseye for a new advertising campaign. The campaign features Katseye singing their song "Pinky Up," using the subway as a backdrop to highlight the luxurious nature of the Crème Bars. This effort is designed to nudge consumers who might not typically associate Hershey's with high-end treats.

The campaign will span various media, including streaming video, digital platforms, national TV, streaming audio, social media, and murals in Brooklyn and Los Angeles. Hershey's, like other confectioners such as Ferrara Candy Co., is pushing category boundaries by innovating with new textures and flavors, utilizing tools like AI and social listening to anticipate consumer trends and cater to a generation that is intentional about its spending on special experiences.