Image credit: Nestlé

Nestlé’s Nescafé brand has announced a global partnership with digital creator Zach King, marking the company’s first appointment of a worldwide brand influencer as it targets younger consumers through digital storytelling.

King, who has over 185 million followers across platforms, holds the Guinness World Record for the most-viewed TikTok video at 2.2 billion views. He ranked fourth among the top 10 most-watched TikTok videos in 2024. 

The collaboration centers on promoting Nescafé Espresso Concentrate, the brand’s cold coffee product designed for home consumption. It includes television advertising, exclusive social media content, and behind-the-scenes materials. The campaign will initially launch in the United States and the United Kingdom before expanding globally throughout 2025.

Focus on Cold Coffee

Nestlé’s annual review indicates cold coffee represents one-fifth of global coffee consumption, with particular appeal among Gen Z and Millennial consumers. The company launched Nescafé Espresso Concentrate in Australia, New Zealand, and China in 2024, with planned rollouts in North America, the UK, Japan, and Thailand in 2025.

The collaboration aligns with Nestlé’s broader digital transformation efforts. The company reports that over 70% of its media budget targets digital channels, utilizing more than 340 million first-party data records. Nestlé operates 45 content studios and integrated marketing centers that employ AI and machine learning for content creation.

The partnership reflects Nescafé’s strategy to increase marketing investment to 9% of sales by 2025 while targeting consumers aged 18 to 24 through storytelling and new content formats.