Observed Signal · Sep 1, 2026 · Product Launch · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Hershey's Taps Katseye for Gen Z Candy Launch
Hershey's is partnering with K-pop girl group Katseye to launch its new Creme Bars, available in Affogato and Salted Caramel flavors. The campaign, which features Katseye performing their song 'Pinky Up' on a crowded subway, aims to position the candy as the season's must-have item for Gen Z. Katrina Vatter, senior brand manager at The Hershey Company, said the goal is to make the product 'the it item that everybody's going to be talking about.' The Creme Bars are Hershey's biggest product launch this year and will hit shelves this fall. The partnership marks a continued effort by Hershey's to reach younger consumers through pop culture and celebrity endorsements, leveraging Katseye's established Gen Z appeal to drive buzz and engagement.
The article covers a routine brand marketing campaign for a new candy launch, which is relevant to advertising but has minimal impact on the broader AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Hershey's is launching new Creme Bars in Affogato and Salted Caramel flavors.
- The campaign features a partnership with girl group Katseye.
- The ad shows Katseye performing 'Pinky Up' on a crowded subway.
- This is Hershey's biggest product launch this year, hitting shelves this fall.
- Katrina Vatter is the senior brand manager at The Hershey Company leading the campaign.
Connected Companies & Entities
1 Entity mapped“Hershey’s is making a big bet to win over Gen Z by partnering with powerhouse girl group Katseye....”
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