- KATSEYE partners with The Hershey Company in September 2026 to launch Hershey's new Creme Bars in Salted Caramel and Affogato flavors.
- The commercial campaign centers on KATSEYE's track "Pinky Up" and its viral dance gesture, kicking off with a 60-second subway-themed ad.
- This marks the first-ever brand partnership between KATSEYE and Hershey's.
- The deal expands KATSEYE's rapid retail presence in 2026, building on their partnerships across fashion, collectibles, and character merchandise.
Global girl group KATSEYE officially joined forces with The Hershey Company to front the nationwide launch of Hershey’s Creme Bars. The new permanent candy line debuts in two elevated flavors: Salted Caramel and coffee-inspired Affogato.
The campaign centers on the six-member group’s infectious track “Pinky Up”. Its centerpiece is a 60-second commercial set on a subway train, where taking a bite of the bar transforms the car into an energetic dance routine. The partnership will also roll out experiential sampling pop-ups and a fall promotion with Uber.
Formed through HYBE and Geffen Records, KATSEYE has skyrocketed since releasing their debut EP SIS (Soft Is Strong) and the viral single “Touch.”
The group cemented their international appeal with high-profile performances at major music festivals, including a standout set at Coachella where Hershey’s creative team first connected with the group’s “Pinky Up” routine.
While Hershey’s previously partnered with household names like Shaquille O’Neal for his Shaq-A-Licious candy line and country star Carrie Underwood, this campaign marks KATSEYE’s first collaboration with the historic confectioner.
The Hershey deal caps a banner year of retail moves for KATSEYE. Earlier in 2026, the group made waves in lifestyle apparel by teaming up with Gap on a limited-edition hoodie collection.
They expanded into toy and hobby aisles after they launched an exclusive trading card collection with ESCO at Target, while also reaching pop culture collectors when the group joined forces with Sanrio’s Kuromi for a capsule collection.
Takeaways
Hershey’s campaign with KATSEYE represents a sharp shift in how legacy food brands tap into music culture. Instead of treating pop stars as passive endorsers holding a candy bar, Hershey’s built an entire media rollout around an existing behavioral cue, the “Pinky Up” gesture.
This strategy allows a 130-year-old company to ride organic digital fandom rather than trying to engineer one from scratch.
For KATSEYE, landing a major American consumer packaged goods campaign so early in their career proves their commercial viability goes far beyond standard beauty and luxury deals, placing them directly into everyday grocery aisles across the country.
Will gesture-led song tie-ins like “Pinky Up” replace traditional commercial jingles for legacy brands targeting social media users? What other everyday grocery or convenience store categories are most ripe for KATSEYE to enter next?
