Nescafé has partnered with digital magician and filmmaker Zach King as the brand's first-ever global influencer, in a move to reach a broader and younger audience, particularly those aged 18 to 24.

King, who has over 185 million followers, holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. The collaboration focuses on promoting Nescafé's new product, the Nescafé Espresso Concentrate, a cold coffee range designed for home consumption.

The partnership will include TV advertising, exclusive social media videos, and behind-the-scenes content. Initially, the campaign will launch in the US and the UK, with plans to expand globally throughout the year.

King expressed enthusiasm for the project, stating, "I’ve always loved turning everyday things into something unexpected. 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."

Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé, David Rennie, said: "Zach King’s fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee. 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."