What’s got KATSEYE putting their pinky up this time?

Hershey’s is putting its pinky up with global girl group KATSEYE, tapping the group’s signature gesture for a new campaign centred on individuality, self-expression and everyday moments of happiness.

The campaign puts a Hershey’s spin on KATSEYE’s recognisable 'Pinky up' gesture, using it as a playful expression of choosing happiness for yourself. A commercial starring the group encourages consumers to turn something as simple as picking a chocolate bar into an expression of personal choice.

At the heart of the campaign is KATSEYE’s connection with a generation that Hershey’s said expresses itself through personal style, community and everyday moments. The partnership also looks to tap into the girl group’s growing cultural influence and global fan community.

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The campaign supports the launch of Hershey’s new 'Creme bars' in salted caramel and affogato flavours, with the brand positioning the varieties around discovery and encouraging consumers to try and share something new with friends.

The activation builds on the brand’s “Hershey’s. It’s your happy place” platform, extending its focus on finding happiness in everyday experiences through the KATSEYE partnership.

Beyond the campaign film, Hershey’s will bring the collaboration offline through sampling and pop-up experiences later this year. The brand is also partnering with Uber around selected cultural moments, looking to reach consumers while they are out and making plans with friends.

The collaboration comes as KATSEYE continues to build its presence across music, fashion and pop culture. Hershey’s said the group’s approach to self-expression and its connection with its fan community made it a natural fit for the campaign.

"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.

She added, "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."

In tandem, KATSEYE said, "We've teamed up with Hershey's to always find joy in the little moments, whether we're traveling, rehearsing, or spending time together."

"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," the group added. 

The partnership follows KATSEYE’s growing presence in brand campaigns. Last year, the girl group fronted Gap’s Fall 2025 campaign, “Better in denim”, which spotlighted the return of the brand’s low-rise styles and early-2000s “long & lean” jean.

Set to Kelis’ 2003 hit Milkshake, the campaign leaned into Gap’s longstanding ties to music, movement and self-expression, with KATSEYE performing a genre-blending routine dressed in denim. It also included a limited-edition KATSEYE logo hoodie featuring the group’s name in Gap’s signature arch.

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