Nescafé has taken a further leap into the world of social media with the announcement of a global partnership with ‘digital magician’ Zach King, who will serve as the brand’s first ever Global Influencer.
King, who hails from California, United States, is one of the world’s most followed social media stars with more than 185 million followers across all platforms. He also holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views.
At the time of writing he has over 82.3 million followers on TikTok and over 29 million followers on Instagram.
The new partnership heavily features the new Nescafé Espresso Concentrate, which is its new cold coffee range designed for home consumption.
Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé, David Rennie, says the collaboration is part of the company’s broader plan to engage younger audiences, particularly those aged 18 to 24.
“Zach King’s fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee,” Rennie says.
“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. King says this collaboration aligns with his content vision.
“I’ve always loved turning everyday things into something unexpected,” King says.
“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.”
The partnership will first launch in the United States and United Kingdom and expand globally throughout the year.
Nescafé says the synergy between the brand’s expertise and King’s digital storytelling “promises to create a captivating narrative for coffee lovers everywhere”.
