• by Sarah Mahoney , 2 hours ago

Hershey's knows that putting your little finger up in the air is a near-universal symbol for something swanky.

So it has teamed with Katseye, with the girl group retrofitting their hit “Pinky Up” to launch Hershey's Creme Bars, a new chocolate bar available in two flavor-forward varieties: Salted Caramel and Affogato.

It’s a partnership that is “a CPG marketer's dream,” says Katrina Vatter, senior brand manager. Katseye, a Los Angeles girl group with 21 million TikTok followers, made a perfect fit. “We liked them for their spirit – super confident, super authentic,” she tells Marketing Daily. “But "Pinky Up," specifically, gave us so much runway, showing up as an accessible premium product.”

The song also had the right tone, she says, with a little bit of defiance, “like 'Hey, I’m going to lean into what I want to do, irrespective of expectations put on me.’”

The new product launch grew out of several insights. One was watching European candy habits more closely, noting how people there enjoyed everyday treats with some elevated elements. Often, these were in layers, maybe with crème, a whole cookie, even cheesecake.”

U.S. consumers, too, are looking for “something that's a little bit more indulgent, like a luxury, but not with that price tag. Who wants to eat something and not have it be a fun experience?”

The ads, from the Martin Agency, showcase the group dancing in a subway car, with moves that show off their edgy, techno-pop personas. “But they’re also dancing with average, everyday people,” Vatter says.

The new offer comes in two flavors. Salted Caramel Crème Bars “are the crowd pleaser, and kind of meant for everybody. We wanted to complement that with something a little bit more.” And while Affogato is a flavor many Americans won’t know, “it’s a great name. It's vanilla and coffee, so at the end of the day, not as different as the name would suggest.”

That flavor tested especially well with Gen Z consumers. Together, she says, the launch still offers  “comfort and quality, but a little bit new and different.”

She says the Dubai chocolate trend has paved the way for this new adventurousness. Hershey's made a limited-edition Dubai chocolate run at the end of last year, that did well. “It was one of the best products we've ever made.” But social media is also nudging people into flavor tourism. “Chocolate is amazing on its own. And it can be even more fun when you fill it and add new unexpected things.”

The Hershey’s spin, she adds, isn’t that a candy bar would signify status -- "but that you’re enjoying it, because it makes you happy.”

The TV and social ads are backed up by out-of-home murals in New York and L.A., inviting people to put their own pinkies up and snap the QR code.

From a business perspective, she says the effort is one of the candy company’s biggest pushes of the year, as it keeps looking for new ways to resonate with younger consumers.