Hershey teams with pop group Katseye to promote new Crème Bar flavors
The Hershey Company is launching a marketing push with all-girl group Katseye to introduce its new Crème Bars, featuring flavors like affogato and salted caramel, to younger consumers.
Hershey is enlisting the all-girl pop act Katseye for a high-visibility campaign aimed at rolling out its new Crème Bars, which come in indulgent flavors such as affogato and salted caramel. Stacy Taffet, the company’s chief growth and marketing officer, explained that while Hershey’s classic bars carry strong nostalgia, the brand needs fresh appeal for teens and twenty-somethings who seek experimental tastes and premium textures.
The advertisement features Katseye singing “Pinky Up” inside a New York subway car, encouraging riders to dance, and will appear on streaming video, digital, national TV, streaming audio, social media and large-scale murals in Brooklyn and Los Angeles. Hershey is also diversifying its Reese’s portfolio with Oreo-infused varieties and is leveraging AI and social-listening data to stay ahead of consumer preferences. Competitors such as Ferrara Candy Co. are similarly revamping legacy products, underscoring a broader industry shift toward novel flavors and textures to capture “selective splurging” among younger shoppers.
Why it matters
The campaign shows how legacy snack brands are adapting to Gen Z tastes through pop culture ties and new flavor innovations.
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