Hershey is launching a new advertising push for its Hershey’s Crème Bars featuring the pop group Katseye. Multiple outlets report that the company is using the group as a prominent presence in the campaign to drive attention and help introduce the product to younger shoppers.
The outlets describe the effort as part of Hershey’s broader attempt to reach Gen Z and other younger consumers. While Adweek frames the move as a bid to make Katseye a “new ‘It’” draw for the candy category, Variety emphasizes the marketing strategy of giving the candy and the group shared visibility through Katseye’s role in the ads. Both accounts indicate the partnership is tied directly to the product launch and is intended to strengthen appeal beyond traditional audiences.
