Hershey's Turns to KATSEYE for New Campaign

Hershey’s has launched a campaign starring global girl group KATSEYE to promote its new chocolate bars. 

The campaign, which centres on the launch of the company’s new Creme Bars, has been designed to celebrate expressions of individuality through KATSEYE’s song ‘Pinky Up’. 

“This Hershey's Creme Bar launch is more than introducing a new chocolate bar,” says Katrina Vatter, Senior Brand Manager of The Hershey Company. “It's about celebrating the small choices that help people express themselves and create moments of happiness throughout their day.

“From the trend-forward flavours to our partnership with KATSEYE, Hershey's Creme Bars were designed to inspire discovery, self-expression and shareable moments that feel uniquely your own.”

Hershey’s puts its pinky up

With a minute-long hero film set to the song ‘Pinky Up’ – the first single from KATSEYE’s recently released Wild EP – the campaign is rooted in the discovery of the brand’s new Salted Caramel and Affogato flavours. 

According to Hershey’s, it sets out to encourage people to to try something new and recognise people who express themselves through personal style and “everyday moments that spark happiness”. 

“We've teamed up with Hershey's to always find joy in the little moments, whether we're travelling, rehearsing or spending time together,” said KATSEYE. “We love that Hershey's Creme Bars make those moments feel a little more fun. 

“The partnership felt natural because it's about celebrating your individuality, embracing your own style and finding happiness in the things that make you feel most like yourself.”

Aside from the KATSEYE hero film, the launch of the new bars builds upon the brand’s “Hershey’s: It’s Your Happy Place” platform. 

Fans will have the opportunity to try the new bars through sampling and pop-up experiences over the course of the next few months – while the company is also partnering with Uber to promote the new product. 

KATSEYE’s brand power

KATSEYE is no stranger to impactful brand campaigns.

In 2025, the group starred in Gap’s ‘Better in Denim’ campaign – which went on to become the most-viewed, most-liked and most-shared content in Gap’s history. 

Directed by Calvin George Leung, Vice President and Head of Creative at Gap, the campaign features the group dancing to the song Milkshake by Kelis. 

The ‘Better in Denim’ campaign had more than eight billion impressions and 500 million views while leading to double-digit growth in the denim category, according to Richard Dickson, CEO of Gap, in a third quarter 2025 earnings call. 

It also amassed more views in its first three days of release than all four previous campaigns combined.

“KATSEYE lit up the set – moving to the rhythm of Milkshake by Kelis,” Fabiola Torres, Global Chief Marketing Officer of Gap, said of the campaign on LinkedIn. “Connected to culture, rooted in music and unapologetically authentic, they brought pure magic to the floor showing how is Better in Gap Denim!

“A huge thank you to our incredible team and partners – this one will be unforgettable for all of us.”

Who are Hershey’s key partners?

• Microsoft: Hershey’s partnered with Xbox Media Solutions to introduce Holiday Bells – its seasonal offering rooted in a campaign first launched more than 35 years ago – directly into Candy Crush Saga gameplay through immersive, rewarded experiences that invited players to engage rather than just watch.
• Accenture: Hershey’s first partnered with Accenture as part of a programme to help the snacks company streamline its supply chain and manufacturing processes. This came as part of the Hershey Company’s strategy of growing core confectionery and snacking products, expanding margins and leveraging technology for competitive advantage.
• Databricks: Hershey chose Databricks Data + AI Platform as the foundation of its data store and implemented it with the assistance of Advancing Analytics. After replacing manually developed spreadsheets with fully automated dashboards, the company automatically receives complete, accurate data feeds from its largest retail customer.
• Publicis Groupe: In August 2026, Hershey’s announced that it was expanding its partnership with Publicis by transitioning international media responsibilities to the agency following an evaluation of its global media ecosystem, effective January 1, 2027. The decision builds on the successful relationship already established in the US market via bespoke agency, MiltonONE.