KATSEYE x HERSHEY’S Deliver Fresh “PINKY UP” Campaign

KATSEYE just turned a candy launch into a full pop-culture moment

It’s the collaboration we didn’t know we needed — and now that it exists, it makes complete sense.

KATSEYE has teamed with Hershey’s for the launch of its new Creme Bars, giving the group’s already-recognizable “Pinky Up” gesture a chocolate-covered campaign remix.

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The new permanent line arrives in two flavors: Salted Caramel Creme and Affogato. Salted Caramel pairs Hershey’s milk chocolate with a salted caramel creme filling, while Affogato goes full coffeehouse with espresso-flavored caramel and vanilla creme.

The “Pinky Up” gesture was basically made for this campaign

Hershey’s is not hiding what made KATSEYE such an obvious partner. The brand is taking a gesture already tied to the group’s current era and using it to sell the idea that choosing a candy bar can still feel a little expressive, playful and personal.

That sounds like marketing-speak until you see the finished campaign. Then it clicks. KATSEYE brings the attitude, Hershey’s brings the chocolate, and the whole thing lands somewhere between a commercial, a music-video wink and a very polished excuse to buy candy.

And unlike a lot of celebrity snack tie-ins, this is not just a limited wrapper slapped onto an existing product. Hershey’s says the Creme Bars are a permanent addition to the chocolate lineup, available nationwide beginning in September 2026.

Salted Caramel is the safe bet — Affogato is thee interesting one

The Salted Caramel Creme bar sounds instantly familiar in the best way: milk chocolate, caramel, salt and a soft creme center. It is the flavor you can already imagine disappearing from a snack drawer.

But Affogato is the one making us curious. Hershey’s describes it as milk chocolate filled with espresso-flavored caramel and sweet vanilla creme — basically dessert-meets-coffeehouse without needing a spoon or a tiny Italian cup.

Both flavors come in a standard 2.2-ounce bar and an 8.4-ounce snack-size pouch. Hershey’s also says sampling and pop-up experiences are planned for later this fall.

The visual side of the campaign leans hard into the group’s pop identity instead of treating them like interchangeable celebrity spokespeople. That helps the whole rollout feel connected to KATSEYE’s current era instead of pasted onto it.

See More From KATSEYE’s Hershey’s “Pinky Up” Creme Bars Campaign

The remaining campaign visuals continue the “Pinky Up” rollout for Hershey’s Salted Caramel Creme and Affogato bars.

It is glossy, silly in the right way and completely aware that KATSEYE’s fandom is part of the product launch. Hershey’s calls the campaign an extension of its “It’s Your Happy Place” platform, but the girls make the whole thing feel much more like their own universe.

Watch KATSEYE’s Hershey’s “Pinky Up” Creme Bars Campaign

KATSEYE brings its signature “Pinky Up” gesture to Hershey’s launch of the new Salted Caramel Creme and Affogato Creme Bars.

Sources: The Hershey Company; Hersheyland.