KATSEYE is bringing a little pop-star swagger to Hershey’s. The Grammy-nominated girl group stars in Pinky Up, a new music video launching Hershey’s Creme Bars, directed by Tanu Muiño and created by MARTIN* with support from MiltonOne, Publicis Groupe’s dedicated agency team for Hershey’s.
The high-energy film introduces the new Salted Caramel and Affogato varieties while putting KATSEYE’s choreography, style and personality front and center.
Set aboard a New York subway car, the video follows the group as they strut, sing and dance through the carriage, flashing the campaign’s signature Pinky Up gesture along the way.
At first, their fellow passengers seem unimpressed. Then the chocolate starts making the rounds. Once riders get their hands on the new Hershey’s Creme Bars, the mood shifts and the entire car erupts into movement, turning an everyday commute into something considerably more joyful. Watch below:
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That transformation is at the heart of the campaign. The work targets Gen Z consumers who increasingly use everything from fashion and music to food and everyday purchases to express identity and individuality.
“Hershey’s Creme and ‘Pinky Up’ were both born from the same conviction — that happiness is the most important luxury we can give ourselves,” said Alberto Orte, executive creative director at MARTIN*.
Orte added KATSEYE became such a strong source of inspiration during the creative process that the team ultimately decided to build the campaign around the group. “We could all learn so much from Gen Z’s carefree confidence and willingness to prioritize themselves,” he added.
The campaign builds on the broader “Hershey’s. It’s Your Happy Place” platform, using the new Creme Bars and KATSEYE partnership to give that idea a more youthful, culture-driven expression.
According to Katrina Vatter, senior brand manager at The Hershey Company, the brand is using trend-forward flavors and entertainment partnerships to connect with younger consumers in a way that feels natural, not forced.
For KATSEYE, the collaboration also fits neatly into the group’s increasingly visible relationship with brands. Last year, the group drew attention for its GAP campaign, directed by Bethany Vargas and choreographed by Robbie Blue.
Now Hershey’s is tapping into that same mix of music, choreography and fashion-forward energy.
“We’ve teamed up with Hershey’s to always find joy in the little moments, whether we’re traveling, rehearsing or spending time together,” KATSEYE said.
The group added that the campaign resonated because it centers on individuality, personal style and finding happiness in small everyday experiences.
Beyond the “Pinky Up” video, Hershey’s and MiltonOne are planning sampling events and pop-up experiences later this fall, along with a partnership with Uber tied to select cultural moments.
The idea is to move the campaign beyond the screen and into the same kinds of social, spontaneous experiences the work celebrates.
For Hershey’s, that means launching a new product without simply showing it. Instead, the brand is giving it a soundtrack, a gesture, and six very charismatic ambassadors.
Pinky up.
CREDITS:
BRAND: Hershey’s
AGENCY: MARTIN*
