The Hershey Company has enlisted the pop group Katseye to front a new advertising campaign for its Crème Bars, a fresh confectionery line aimed squarely at younger consumers. Chief growth and marketing officer Stacy Taffet said that while Hershey's classic products carry strong nostalgia and trust, Gen Z and twenty-somethings are drawn to new flavours, textures and more premium indulgences, prompting the company to pair its brand with a currently popular act rather than lean solely on heritage appeal.

The Crème Bars come in flavours such as affogato and salted caramel, and the campaign features Katseye performing their song "Pinky Up" in a New York subway carriage setting, with the ads running across streaming video, national TV, streaming audio, social media and murals in Brooklyn and Los Angeles. Hershey joins other snack makers, including Ferrara Candy Co with its reinvented Nerds, in chasing younger buyers through novel textures and flavours, and has also recently added new Reese's variants such as one combined with Oreo. Taffet said the strategy reflects younger shoppers' "selective splurging," using AI and social listening to anticipate what will feel special enough to earn their spending.