Hershey’s KATSEYE campaign leans into Gen Z’s little treat culture. Hershey teamed up with the chart-topping girl group to promote its new salted caramel and affogato Creme Bars. The campaign centers on a one-minute video of the girls dancing on the subway to their hit “Pinky Up,” as fellow riders join in. The ad’s playful and over-the-top energy plays into Gen Z culture. As senior brand manager Katrina Vatter put it, the goal wasn’t to chase a viral moment but to find something “authentic and not cringy.” The “Pinky Up” campaign is part of Hershey’s broader push to engage Gen Z, after KATSEYE’s Gap “Better in Denim” campaign went viral last year. The campaign will roll out on national TV with sampling pop-ups, influencer partnerships, and an Uber collaboration coming this fall. (Marketing Dive)
👀 Read more from YPulse: Gen Z’s Treat Culture: What Brands Need to Know
