KATSEYE Reveal Chocolate Alter Egos for Hershey's Collab
KATSEYE have given each member a chocolate alter ego for their collaboration with Hershey's. The five-member group discussed the partnership, their "Pinky Up" gesture and the Wildworld Tour in an interview with Billboard published on 28 September Billboard. The tie-up centres on Hershey's Creme Bars, a new chocolate bar developed with the group.
The alter egos cover the chocolate aisle. Daniela chose dark chocolate with almonds, while Lara chose salted caramel. Sophia chose strawberry creme, Megan chose cookies and creme, and Yoonchae chose matcha white chocolate. Each choice was framed as a personal match.
The actual range is tighter. It comes in two flavours: Affogato and Salted Caramel. Affogato blends espresso caramel and vanilla creme. The group is split down the middle on favourites.
Daniela, Megan and Yoonchae favour Affogato. Lara and Sophia favour Salted Caramel. That makes it three to two.
Their song "Pinky Up" sits at the heart of the campaign. KATSEYE recorded a new version of the track for the Hershey's adverts, and reworked their "Pinky Up" dance for the same push. In the video the members perform the song while holding a Creme bar, a clip also noted in a Hershey blog post on 18 September.
The company formally launched the range on 1 September. It announced the news under the title "Hershey's Puts its Pinky Up for New Creme Bars with KATSEYE" The Hershey Company. The press release presented the bars as a collaboration built around that little-finger pose.
Live work continues alongside the sweets. KATSEYE's Wildworld Tour was due to kick off on 1 September in Dublin Billboard. The group described the continuing run as a big step in its evolution as a live act.
What makes this stand out is the direct loop between song, move and product. The raised pinky works on stage. It also works holding a bar. For a general audience, that is the whole idea in one gesture.
