Nescafé has announced a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand’s first-ever global influencer.
The brand said the collaboration marks a significant step in its brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling.
Zach King, from California, US, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024.
“I’ve always loved turning everyday things into something unexpected,” said King. “This project with Nescafé has been all about having fun, getting creative, and showing how even your afternoon coffee can have a twist of magic.”
Nescafé Espresso Concentrate, the brand’s latest cold coffee range designed for home consumption, will be at the heart of the partnership. This product empowers consumers to craft and personalise their coffee experiences, aligning with the emerging coffee hacking movement.
“Zach King’s fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee,” said David Rennie, executive vice-president and head of strategic business units and marketing and sales at Nestlé.
“We are excited to bring Zach into the Nescafé universe, providing a fantastic platform for our cold coffee hacks. Together, we will create magical moments that resonate with our consumers.”
The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year.
