The Hershey Company introduced Hershey’s Creme Bars nationwide, pairing two new milk-chocolate bars—Salted Caramel and Affogato—with a global campaign starring the multi‑Grammy‑nominated girl group KATSEYE and planned sampling events and partnerships.
Hershey’s introduced two Creme Bar flavors—Salted Caramel and Affogato—available in 2.2 oz bars and 8.4 oz snack pouches nationwide.
The launch campaign stars KATSEYE, who adapted their “Pinky Up” gesture into a symbol for choosing happiness and self-expression.
Promotional plans include a new commercial on YouTube, fall sampling and pop-up events, and a partnership with Uber to distribute bars on the go.
Hershey's introduced a new line called Hershey's Creme Bars and launched a global campaign featuring the multi‑Grammy‑nominated girl group KATSEYE. The bars are available now at participating retailers across the country.
Hershey's Creme Bars combine milk chocolate with a flavored creme filling. Two flavors are in the initial rollout:
Both flavors come in a standard 2.2 oz bar and an 8.4 oz snack‑size pouch.
Hershey's built the launch on its "Hershey's. It's Your Happy Place" platform, focusing on discovery, self‑expression, and community. KATSEYE appears across campaign assets, and the group adapted their signature "Pinky Up" gesture into a playful symbol connected to choosing happiness and personal style. A commercial featuring KATSEYE is streaming on YouTube.
KATSEYE issued a joint statement about the partnership: "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."
Katrina Vatter, Senior Brand Manager at The Hershey Company, framed the launch as more than a new product: "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."
The two flavors and two pack formats are available now at participating retailers nationwide. Expect promotional activity through the fall, including pop‑ups and sampling tied to the campaign.
Hershey's Creme Bars extend the brand's core milk chocolate offer into trend‑forward filled bars, using a pop group partnership and on‑the‑ground activations to reach younger consumers and drive trial.
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