Pinky Up

Hershey's announces the launch of Hershey's Creme Bars, a new chocolate bar available in two flavor-forward varieties: Salted Caramel and Affogato. Made with smooth milk chocolate and rich creme fillings, the new bar puts a delicious twist on the Hershey's chocolate experience fans already know and love.

To celebrate the launch, Hershey's is teaming up with global girl group KATSEYE for a new campaign that gives the group's signature "Pinky Up" gesture with a Hershey's twist. The commercial ad encourages consumers to turn the simple act of choosing a chocolate bar into an expression of individuality.

Elevating Everyday Moments with KATSEYE

To introduce the new Creme Bars, KATSEYE is bringing their iconic "Pinky Up" gesture to introduce the new Hershey's bars worth trying and talking about.
The campaign is rooted in the discovery of the new Salted Caramel and Affogato flavors – encouraging people to try something new, share the experience with friends, and celebrate the excitement of the KATSEYE partnership.
Together, Hershey's and KATSEYE recognize a generation of people who express themselves through personal style, community and everyday moments that spark happiness.
"We've teamed up with Hershey's to always find joy in the little moments, whether we're traveling, rehearsing, or spending time together," said KATSEYE. "We love that Hershey's Creme Bars make those moments feel a little more fun. The partnership felt natural because it's about celebrating your individuality, embracing your own style, and finding happiness in the things that make you feel most like yourself."

Your Happy Place Just Got a Little Sweeter
Hershey's Creme Bars build on the brand's "Hershey's. It's Your Happy Place" platform by bringing a fresh flavor experience to the moments people already enjoy, from an on-the-go treat to something new to share with friends.

Fans will have opportunities to try the bars through sampling and pop-up experiences later this fall. Hershey's is also partnering with Uber around select cultural moments, helping consumers discover Hershey's Creme Bars while they are out, on the move and making plans with friends.

"This Hershey's Creme Bar launch is more than introducing a new chocolate bar. It's about celebrating the small choices that help people express themselves and create moments of happiness throughout their day," said Katrina Vatter, Senior Brand Manager, The Hershey Company. "From the trend-forward flavors to our partnership with KATSEYE, Hershey's Creme Bars were designed to inspire discovery, self-expression, and shareable moments that feel uniquely your own."