Nescafé Names Zach King as First-ever Global Brand Influencer

Nescafé has unveiled a groundbreaking global partnership with acclaimed digital magician and filmmaker Zach King, appointing him as the brand’s first-ever global influencer. This dynamic collaboration represents a bold move in Nescafé’s brand-building strategy, aiming to connect with a wider, younger audience by seamlessly blending coffee culture with the magic of digital storytelling.

Zach King, The Digital Wizard

Zach King, from California, USA, 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. His unique ability to entertain and engage resonates perfectly with Nescafé’s vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. “I’ve always loved turning everyday things into something unexpected,” said Zach 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.”

Zach King’s Cold Coffee Hacks Are Changing the Game with Nescafé

Nescafé’s latest partnership with digital magician Zach King centres around the launch of Nescafé Espresso Concentrate, a new cold coffee range tailored for home consumption. The product encourages consumers to experiment with their coffee creations, tapping into the growing coffee-hacking movement.

By merging Nescafé’s expertise with King’s innovative storytelling, the collaboration aims to craft a compelling narrative that resonates with coffee enthusiasts globally. The partnership is expected to elevate digital engagement while showcasing inventive ways to enjoy cold coffee at home.

David Rennie, Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé, emphasised the alignment between King’s diverse fan base and the newly launched Nescafé Espresso Concentrate cold coffee. “We are excited to bring Zach into the Nescafé universe, providing a fantastic platform for our cold coffee hacks,” Rennie stated. “Together, we will create magical moments that resonate with our consumers.”

The partnership will introduce creative content featuring King’s signature visual storytelling, integrating coffee culture with digital innovation to expand Nescafé’s global reach.

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 in the US and the UK and expand globally this year.

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