SHERIDAN, WYOMING – May 23, 2025 – Nescafé is stirring up a storm in the coffee world with a magical twist—by teaming up with Zach King, the internet’s favorite digital illusionist, in its first-ever global influencer partnership. With this exciting collaboration, the brand is inviting a new generation of coffee lovers to experience its latest innovation, the Nescafé Espresso Concentrate, in the most unexpected ways.
A Magical Match: Zach King Joins the Nescafé Universe
Zach King, the wildly popular digital creator known for his viral magic videos, has amassed a global audience of over 185 million fans and earned a Guinness World Record for the most viewed TikTok video—an astounding 2.2 billion views. His flair for making everyday moments extraordinary is now infusing fresh energy into Nescafé’s global branding strategy.
"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."
His playful, visually stunning content is a perfect fit for younger consumers aged 18 to 24—Nescafé’s prime target for this campaign—and opens the door to a new way of enjoying coffee.
Nescafé Espresso Concentrate: Cold Coffee, Reimagined
The centerpiece of this partnership is the launch of Nescafé Espresso Concentrate, an innovative new product designed for home use that taps into the growing "coffee hacking" trend. Whether it’s a chilled latte, iced mocha, or a custom afternoon pick-me-up, this espresso concentrate gives coffee fans the freedom to create their favorite drinks in seconds.
"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."
What to Expect: A Digital Experience Like No Other
The partnership will unfold through a multi-platform digital campaign that includes:
- Engaging TV advertisements featuring Zach King’s signature magic
- Exclusive social media videos designed for TikTok, Instagram, and YouTube
- Behind-the-scenes content that brings fans into the creative process
- Creative “coffee hacks” that highlight how to use Nescafé Espresso Concentrate in fun and tasty ways
This innovative campaign launches first in the US and the UK, with global expansion planned throughout 2025.
Bringing Coffee and Creativity Together
For Nescafé, this isn’t just a celebrity endorsement—it’s a step toward reimagining the coffee experience for the digital generation. With Zach King at the helm, the brand blends entertainment, lifestyle, and flavor to create moments of joy in the everyday.
Whether you’re an iced coffee aficionado or just love a little magic with your morning brew, this collaboration is designed to surprise, delight, and inspire.
Learn more at www.nescafe.com