Hershey’s Desperate Measures: Luring Younger Snackers with a Dose of Nostalgia and Novelty

The Hershey Company’s latest marketing campaign features Katseye, an all-girl pop group, as the unlikely stars introducing younger consumers to new Crème Bars. The ads show Katseye singing and dancing amidst New York City subway riders who are suddenly overcome with the urge to indulge in affogato-flavored Crème Bar bites.

The nostalgia-tinged campaign aims to connect with younger generations by associating Hershey’s with a more luxurious experience. However, beneath the surface lies a company struggling to adapt to changing consumer habits. The rise of Gen Z has brought about a seismic shift in how consumers approach food and snacks, favoring unique, premium experiences that are Instagram-worthy.

Hershey’s chief growth and marketing officer, Stacy Taffet, notes that younger consumers are “intentional” with their spending, seeking out experiences that feel special. The company’s efforts to innovate, including the introduction of new flavors like Reese’s Oreo cookie combinations, feel like desperate attempts to stay relevant.

By partnering with Katseye, Hershey’s aims to tap into nostalgia and emotional connections between consumers and childhood treats. However, this approach raises a crucial question: can associating your product with a popular pop group recreate the magic of childhood? The answer is no, as it feels like a shallow attempt to connect with younger generations.

Ferrara Candy Co.’s efforts to reinvent Nerds demonstrate that true innovation requires more than just novelty and nostalgia – it demands a fundamental understanding of consumer needs. Hershey’s willingness to experiment with new tools, including AI and social listening, is commendable but feels like a reactive measure.

As this marketing campaign unfolds, it’s impossible not to wonder what lies ahead for The Hershey Company. Will its efforts to innovate and connect with younger consumers ultimately pay off, or will it remain stuck in a bygone era? One thing is certain – in an industry that moves at breakneck speed, Hershey’s must fundamentally rethink what it means to be relevant in the modern snack landscape.

The future of candy and snacks is uncertain, but one thing is clear: companies like Hershey’s will have to adapt or risk becoming relics of a bygone era.