How Hershey’s Katseye campaign takes on Gen Z’s desire for indulgence

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    "domain": "thehersheycompany.com"
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    "url": "https://www.marketingdive.com/news/how-hersheys-katseye-campaign-takes-on-gen-zs-desire-for-indulgence/829013/",
    "title": "How Hershey’s Katseye campaign takes on Gen Z’s desire for indulgence",
    "author": "Chris Kelly",
    "excerpt": "As the confectionery maker invests in brands to build on recent growth, its flagship label teamed with a chart-topping pop group to support a new Creme Bar product. Hershey’s on Tuesday launched a fully integrated campaign in support of its new salted caramel- and affogato-flavored Creme Bars, according to details shared with Marketing Dive. The effort includes a partnership with Katseye, the girl group whose “Wild” EP debuted at No. 1 on the Billboard 200 in August. The Creme Bars and the new Katseye campaign were born from insights around candy innovations in Europe and consumer behavior trends around small indulgences that provide a little luxury at a small price, especially amid an environment marked by low consumer confidence. “We've seen this huge trend on accessible premium: I want to treat myself, but I don't want it to come with a price tag, and it's not meant to signal status, either,” said Katrina Vatter, senior brand manager at Hershey’s. “If you're going to indulge and you're going to have something to treat yourself, you want it to be worth it.” Central to the campaign is a 60-second ad set on a moving subway train. Once one of the members of Katseye bites into a Hershey’s bar, the group's song \"Pinky Up\" begins playing. Members of the group and other people on the train perform choreography that includes a hand motion inspired by the song's title. Crafted by...",
    "summary": "The Hershey Company's organic net sales increased by 3.6% in Q2 2026.",
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    "image_url": "https://imgproxy.divecdn.com/56KZNed3YbGS280D51_2Mk7BFBx8KbSE4qG6nb7CgUM/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9LQVRTRVlFX0dyb3VwX0ltYWdlLmpwZw==.webp",
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    "published_at": "2026-09-01T14:00:00Z",
    "article_sentence": "The Hershey Company saw organic net sales increase 3.6% in Q2 2026, beating Wall Street’s estimates ."
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