Nescafé Brews Magic with Digital Creator Zach King as First-Ever Global Influencer
May 25 - 2025
Coffee Geography Magazine
Nescafé kicks off a groundbreaking global partnership with digital magician and filmmaker Zach King, marking the brand’s debut collaboration with a worldwide influencer. This alliance underscores Nescafé’s strategy to engage younger audiences through immersive digital storytelling, blending coffee culture with creative innovation.
Zach King, a California-based content creator famed for his viral “digital sleight-of-hand,” boasts over 185 million followers and a Guinness World Record for the most-viewed TikTok video in a single year (2.2 billion views in 2023). His 2024 ranking as #4 on TikTok’s top 10 most-watched videos highlights his resonance with Gen Z audiences—a key demographic for Nescafé. “I love transforming ordinary moments into magic,” said King. “Partnering with Nescafé lets me reimagine coffee rituals, showing how even your daily cup can spark creativity.”
Central to the campaign is Nescafé’s new Espresso Concentrate, a cold coffee range designed for home customization. The product taps into the booming “coffee hacking” trend, empowering consumers to craft barista-style drinks effortlessly. King’s whimsical storytelling will showcase inventive recipes, aligning with Nescafé’s mission to democratize premium coffee experiences.
“Zach’s Gen Z appeal and inventive style perfectly embody the bold spirit of our Espresso Concentrate,” said David Rennie, Nestlé’s EVP of Marketing. “This collaboration isn’t just about ads—it’s about co-creating magic that inspires our audience to see coffee in new, playful ways.”
The multi-channel campaign will debut in the U.S. and U.K., featuring TV spots, social media exclusives, and behind-the-scenes footage, before rolling out globally in 2024. Follow #NescaféMagic to join the journey.