Nescafé Launches Global Campaign With TikTok Star Zach King

Nescafé has launched a global partnership with TikTok star and digital illusionist Zach King to promote its new Espresso Concentrate cold coffee range, aiming to attract younger consumers aged 18 to 24. King, known for his creative and highly viewed videos with over 185 million followers, embodies the brand's desire to engage Gen Z through authentic storytelling and innovative digital content. This campaign aligns with the rising popularity of cold coffee and the coffee hacking trend, allowing consumers to personalize their iced coffee drinks at home. Nescafé's global communication manager emphasized the growing importance of influencer marketing in reaching younger audiences, noting that the brand is increasing its focus on creators to fuel engagement on social platforms. Nestlé executives highlighted the synergy between King's creative approach and Nescafé's mission to modernize its image and broaden appeal beyond traditional instant coffee consumers. Overall, the collaboration represents a strategic pivot toward influencer-driven marketing to revitalize Nescafé's presence among digital-savvy younger drinkers.