Brand Nescafé’s First Global Influencer Zach King Adds a Touch of Magic
In an exciting move set to redefine how coffee culture is experienced digitally, Nescafé today announced a groundbreaking global partnership with renowned digital magician and filmmaker, Zach King. This collaboration marks a milestone for the iconic coffee brand, as Zach King steps into the role of Nescafé’s very first-ever global influencer. The partnership is designed to infuse fresh energy into the brand’s identity and extend its appeal to younger, digitally savvy consumers by marrying coffee with imaginative digital storytelling.
Zach King: The Digital Wizard Captivating Millions Worldwide
Hailing from California, USA, Zach King has become a global phenomenon in the world of digital entertainment. Known for his mind-bending “magic vines” and creative video illusions, Zach has amassed an awe-inspiring following of over 185 million fans across platforms. His creative prowess was recently recognized by Guinness World Records, where he was awarded the title for the most viewed video on TikTok, racking up a staggering 2.2 billion views. Moreover, Zach ranked fourth among the top 10 most-watched TikTok videos of 2024, further cementing his influence as one of the most compelling digital creators of this generation.
Zach’s unique brand of entertainment—blending reality with illusion in seamless, engaging short-form videos—resonates powerfully with the global Gen Z and young millennial audiences. These consumers crave authenticity and creativity, qualities that perfectly align with Nescafé’s evolving vision to connect with younger demographics aged 18 to 24 through meaningful, authentic storytelling. The partnership promises to bring coffee culture into new realms of creativity and digital engagement, capturing the imagination of coffee lovers around the world.
“I’ve always loved turning everyday things into something unexpected,” Zach King shared about the collaboration. “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.”
Brewing Innovation: Nescafé Espresso Concentrate and the Coffee Hacking Movement
At the heart of this innovative partnership lies Nescafé’s latest product breakthrough—the Nescafé Espresso Concentrate. This new addition to the brand’s cold coffee range is designed specifically for home consumption and taps into a growing trend among coffee aficionados known as “coffee hacking.” Coffee hacking is a movement where consumers take traditional coffee preparations and customize or enhance them using various techniques, ingredients, and presentation styles to create unique, personalized experiences.
Nescafé Espresso Concentrate offers an unparalleled base for coffee lovers to experiment and tailor their drinks exactly how they like them—whether it’s a refreshing iced latte, a creamy espresso tonic, or a bold coffee mocktail. This product not only embraces versatility but also encourages creativity and self-expression, empowering consumers to transform their daily coffee routines into moments of personal innovation.
The collaboration with Zach King leverages his storytelling mastery to amplify this message of creativity and customization. His digital magic provides a captivating narrative vehicle to showcase the endless possibilities of coffee hacking, making the ritual of brewing and enjoying coffee an engaging, visually compelling experience. By combining Nescafé’s product innovation with Zach’s imaginative storytelling, the campaign aims to inspire a new generation to view coffee as not just a beverage but as a canvas for creativity.
A Partnership Built to Inspire and Engage
David Rennie, Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé, emphasized the natural synergy between Zach King and Nescafé’s refreshed brand direction. “Zach King’s fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee,” he noted. “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 deeply with our consumers.”
This collaboration goes beyond traditional influencer marketing. It represents a holistic brand-building initiative aimed at blending the worlds of coffee and digital entertainment. The campaign will feature a diverse range of creative digital assets tailored to engage audiences across multiple platforms. These assets include high-impact TV advertising, exclusive social media videos featuring Zach’s signature magical effects, and behind-the-scenes footage that offers fans an intimate look at the creative process behind the campaign.
Rolling Out Across Key Markets and Beyond
The partnership will launch initially in two of Nescafé’s key markets—the United States and the United Kingdom—where digital engagement and coffee culture are both thriving. The strategic choice to begin in these regions allows the brand to harness Zach King’s significant fanbase and optimize campaign impact with highly targeted marketing efforts. Following a successful debut, the collaboration is set to expand globally throughout the year, extending the reach of the campaign to coffee lovers and digital audiences around the world.
This phased rollout approach reflects Nestlé’s commitment to thoughtful, impactful marketing strategies that prioritize consumer connection and relevance. By leveraging Zach King’s widespread popularity and storytelling skills, Nescafé aims to create lasting impressions and deepen emotional engagement with younger coffee drinkers.
Reinventing Coffee Culture for the Digital Age
Nescafé’s partnership with Zach King embodies a broader trend within the coffee industry—an increasing emphasis on personalization, experience, and digital integration. As consumers, especially younger generations, seek products that fit their lifestyles and values, brands are innovating not only through their products but also through how they communicate and interact with their audiences.
This collaboration is a bold step forward for Nescafé, positioning the brand at the intersection of technology, creativity, and coffee culture. By integrating digital storytelling with product innovation, Nescafé is redefining the coffee experience for the digital age—transforming it from a simple daily ritual into a magical moment of creativity and personal expression.
