KATSEYE has partnered with Hershey's to promote a new line of Creme Bars, with the girl group's signature "Pinky Up" gesture reimagined in an accompanying commercial. The tie-in comes during a busy period for the group, who recently scored their first Billboard 200 number one with the album WILD and are due to kick off their Wildworld Tour in Dublin, despite recent lineup disruptions.

The Creme Bars launch with two flavours, Salted Caramel and Affogato, and are already available at participating retailers in standard and larger snack-size formats. The campaign forms part of Hershey's wider "It's Your Happy Place" marketing push, with further sampling events and pop-ups planned for the autumn alongside a partnership with Uber. The collaboration features KATSEYE's five-member Wild-era lineup, though the group has faced setbacks, including Manon's hiatus since February and Sophia stepping back this month, both for mental health reasons, plus Megan sitting out a recent festival due to an ankle injury.