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The Hershey Company is banking on star power to attract younger consumers to its latest confectionery offering. The chocolate manufacturer has partnered with popular music group Katseye for a major advertising campaign launching its new Crème Bars, featuring flavors like affogato and salted caramel. The collaboration marks a notable shift in strategy for a company traditionally rooted in nostalgic marketing approaches.
According to Stacy Taffet, Hershey’s chief growth and marketing officer, the push toward premium, indulgent products reflects changing consumer preferences among Gen Z and young adults. While these demographics maintain affection for classic Hershey products, they increasingly seek novel flavor experiences and elevated treats. The Crème Bars represent the company’s attempt to position itself in the premium candy segment while appealing to this younger demographic.
The advertising campaign features Katseye performing their song “Pinky Up” across multiple platforms, including streaming video, digital media, national television, and social media, with additional murals appearing in Brooklyn and Los Angeles. Hershey’s broader innovation strategy incorporates artificial intelligence and social listening tools to identify emerging consumer trends. The company has also introduced new Reese’s flavors, including an Oreo collaboration, as part of its effort to capture market share among young consumers who practice selective spending on premium experiences.
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Originally reported by Variety →
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