KATSEYE Stars in Tanu Muiño's ‘Pinky Up’ Music Video for Hershey’s

Hershey’s is launching its new Creme Bars with an energetic music video featuring global girl group KATSEYE, directed by Tanu Muiño.

Announcing the new chocolate bar’s two varieties, Salted Caramel and Affogato, the film sees the members strut, sing and dance through a New York subway carriage, brandishing their signature ‘Pinky Up’ gesture at every opportunity. Their fellow passengers appear disinterested at first, until several onlookers are handed one of the new bars, prompting them to burst into vibrant routines of their own.

The creative was led by MARTIN*, assisted by Publicis Groupe’s dedicated agency team for Hershey’s, MiltonOne, and targets a new generation of young people who use everyday moments – like their choice of snack – to express their individuality.

"Hershey's Creme and 'Pinky Up' were both born from the same conviction – that happiness is the most important luxury we can give ourselves,” said Alberto Orte, executive creative director at MARTIN*. “And KATSEYE was such a big source of inspiration during our concepting process that we thought, 'Why not build the whole campaign around them?'. We could all learn so much from gen z's carefree confidence and willingness to prioritise themselves."

According to Katrina Vatter, senior brand manager at The Hershey Company, the new work builds on the brand’s ‘Hershey's. It’s Your Happy Place’ platform, and is designed to connect with the youth through its “trend-forward flavours” and partnership with KATSEYE.

It’s not the first brand-collab music video for KATSEYE, either, as the group made headlines last year for its genre-blending GAP ad, choreographed by Robbie Blue and directed by Bethany Vargas.

"We've teamed up with Hershey’s to always find joy in the little moments, whether we're traveling, rehearsing or spending time together," said KATSEYE. "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."

Beyond the ‘Pinkys Up’ video, Hershey’s and MiltonOne are launching sampling and pop-up experiences later this Autumn, as well as partnering with Uber around select cultural moments to help people discover the new bars while out and making plans with friends.