Zach King Joins Nescafé to Add a Little Magic to Its New Espresso Concentrate

Nescafé is betting on digital illusionist Zach King to make cold coffee cool for Gen Z.

The California-based filmmaker and TikTok star, who now holds the record for the most viewed video on the platform, is now the face of Nescafé’s new campaign.

The latest efforts aim to promote the brand's recently launched “Espresso Concentrate," which allows fans to make custom cold brews at home.

 

 

 

 

 

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A post shared by Zach King (@zachking)

It's a part of a growing coffee hacking trend that soars in popularity by the day. 

"I've always loved turning everyday things into something unexpected," King said.

"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."

King, whose videos often blend practical effects with slick digital editing, brings a massive following of over 185 million fans. 

He also took the top-four spot on 2024’s most-watched TikTok list. His most viewed post now has 2.3 billion views.

@zachking They rejected my application to Hogwarts but I still found a way to be a wizard. 🧹#illusion#magic#harrypotter♬ Zach Kings Magic Broomstick - Zach King

According to Nescafé, he’s a perfect match for its mission to reach younger drinkers who value creativity and personal expression in their daily rituals.

“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 at Nestlé.

“Together, we will create magical moments that resonate with our consumers.”

Pairing a content-savvy influencer with a lifestyle product makes for the kind of creative campaign that clicks with modern consumers.

Celebrity marketing like this works best when the person is as memorable as the product they promote. And Nescafé seems to know this well.

The King of Coffee

The campaign promotes the new Nescafé Espresso Concentrate, designed to let users experiment with iced drinks at home.

The hero spot, which appears effortless but is anything but, starts with a short fashion video, which King pauses before breaking the fourth wall, talking directly to the audience.

He hops onto the set, tears down the black borders that made the video vertical, and steals the woman's glass.

The scene changes, and now we see King come out of an ice-cold cooler by a beach, scooping some ice before another scene change. 

 

 

 

 

 

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The content creator then hops onto a fitness video and grabs milk from the health influencer. Now, the "real magic" begins. 

He turns a conventional espresso machine into the Espresso Concentrate, which you can just pour, mix, and hack. 

He takes a sip, flips the tray, and turns it into a coffee buffet, closing the spot. 

Aside from the hero films, Nescafé will be rolling out a set of social-first assets, including behind-the-scenes footage and exclusive online content that shows King working his magic.

Our Take: Did King Just Redefine Coffee Marketing?

Of course, he did! He took influencer marketing to a whole new level!

I think Nescafé and King are a match made in heaven. Watching him bring this concept to life was genuinely exciting.

He has a way of turning everyday routines into something visually surprising, which gave the campaign real energy.

His surreal and amusing tricks drive Nescafé's goal to make viewers believe their coffee brews magic as well, creating an imaginative brand personality. 

I'm eager to see how younger audiences take this idea and make it their own.

In other news, Snickers has teamed up with legendary football manager José Mourinho for another comedic spot. 

Need a high-impact influencer campaign? These agencies deliver ROI, not just reach: