HERSHEY'S and KATSEYE Unveil 'Pinky Up' Campaign

HERSHEY'S has unveiled a teaser for its HERSHEY'S Crème Bars campaign in collaboration with global girl group KATSEYE. The full campaign is set to launch on September 1. The campaign centers on the 'Pinky Up' gesture, where one raises their pinky finger. This gesture embodies the concept of enjoying a slightly more elevated treat. KATSEYE members are shown raising their pinkies in subways and various settings, signaling the arrival of the new chocolate bars.

The new Crème Bars will be available in two flavors. The first is Salted Caramel Crème, combining sweetness with a hint of salt. The second is Affogato Crème, featuring vanilla and coffee notes. The flavor draws inspiration from the Italian dessert where espresso is poured over vanilla ice cream. Both products showcase a crème texture distinct from traditional HERSHEY'S chocolate bars.

KATSEYE is a first-year global girl group formed through the American audition program 'The Debut: Dream Academy.' The six-member group includes members from Korea, the United States, Switzerland, and the Philippines, securing a multinational fanbase. This HERSHEY'S campaign marks one of the group's first global brand collaborations. The 'Pinky Up' gesture is expected to become a signature pose for the group.

The teaser video captures members raising their pinkies in everyday moments across different spaces. Whether holding subway handrails or lifting drinks at a café, the pinky stays raised. The campaign message repeats: a gesture that elevates ordinary moments. HERSHEY'S aims to expand its connection with Gen Z through this collaboration. The full campaign video will feature members enjoying both Crème Bar flavors. Which flavor would you want to try first?