At 34, King is one of the most recognized digital creators in the world. With 82 million TikTok followers, 25 million on Instagram, and another 40 million on YouTube, his videos regularly blur the line between reality and visual sleight-of-hand. Now, his latest trick involves transforming cold coffee into a pop culture moment, and reshaping how Gen Z engages with traditional products like instant coffee.
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Zach King’s magic touch redefines coffee marketing
King’s new campaign for Nescafé centers around its cold coffee concentrate and spans TV, digital, and out-of-home placements. But his real power lies online, where his short-form videos captivate billions and effortlessly cross generational and geographic boundaries.
“He is able to transcend more generations and culture,” says Zenas Liritis, global communication manager at Nescafé. “Zach King is a first for us.”
The campaign isn’t just an ad, it is a global branding move aimed squarely at Gen Z coffee drinkers, a demographic increasingly discovering trends through social-first creators rather than traditional advertising. By tapping King’s credibility and digital reach, Nescafé is positioning itself to regain relevance with a younger, attention-deficient audience.
Influencer marketing enters its illusionist era
For years, influencer marketing was an afterthought for established brands. Not anymore. Companies across the fast-moving consumer goods (FMCG) space are investing heavily in digital creators. Unilever, for example, recently committed half its marketing budget to influencers. Nescafé’s campaign with King hints at a similar evolution.
“Influencer marketing is something that’s become more important for us recently,” Liritis says. “We recognize the importance that they have in driving a recommendation and connecting with consumers.”
And with King’s universal appeal, Nescafé is finally moving beyond local one-off deals. His participation signals a more ambitious, global outlook for the brand, and a test case for how creator-first marketing can scale across platforms and borders.
From viral tricks to real impact
While Nescafé’s social media presence has lagged in key markets, King’s involvement could offer a turbocharge. TikTok pages in the US and UK boast modest numbers, while Vietnam leads with 105,000 followers. The company hopes creators like King will help bridge that gap and ignite global fandom around coffee once again.
“This is about building a strategy that fits the creator economy,” says Liritis. “Maybe in the future we’ll even see internal team changes to support it.”
