Hershey’s Bets on Katseye to Become New ‘It’ Candy Bar for Gen Z

The campaign debuts Hershey’s new Creme Bars, available in Affogato and Salted Caramel flavors—the brand’s biggest product launch this year, hitting shelves this fall. Hershey’s turned to Katseye to position the candy bars as the season’s “it [item] that everybody’s going to be talking about,” said Katrina Vatter, senior brand manager at The Hershey Company.

In the ad, Katseye performs their hit song “Pinky Up” on a crowded subway, inspiring everyday people to join in and try the candy bars.