Latest news with #Nescafé
Yahoo
27-05-2025
- Business
- Yahoo
Nestlé to invest in Nescafé in Brazil
Nestlé is to invest 500m reais ($88m) in its Nescafé operations in Brazil. The funds will be invested through 2028, going towards expanding manufacturing capabilities at its Montes Claros facility in Minas Gerais, the company told Just Drinks. Nestlé manufactures its Nescafé Dolce Gusto coffee capsules at Montes Claros. Part of the sum will also go towards modernising the company's foodservice division Nestlé Professional in the country and investing in innovation, Nestlé said. The money will help to expand and upgrade the Nestlé Professional commercial equipment network in Brazil. The foodservice unit currently produces over 26,500 machines installed in cafés, offices, bakeries, and convenience stores. "The initiative underscores Brazil's central role in Nestlé's global operations, within one of the world's largest and most dynamic coffee markets," the company said. Brazil is a major consumer of Nescafé, along with India and the UK, Nestlé told Just Drinks. 'Coffee consumption in Brazil is evolving. There's growing demand for quality, enjoyment, and practicality, whether at work, in cafés, or on the go. Our portfolio reflects this evolution by offering distinctive, personalized experiences,' said José Argolo, business executive officer of Nestlé Professional Brazil. 'We already manage Nestlé's largest professional machine network worldwide. Our goal is to grow this footprint by 30% by 2026,' Argolo added. Coffee is present in 98% of Brazilian homes and considered essential by 80% of the population, the company said. This fresh investment follows Nestlé's 1bn real investment last year in its Brazil Nescafé operations, which went to the Araras Factory - Nestlé's other major factory in Brazil - in São Paulo State. The Swiss group injected the sum into its site in Araras in São Paulo as it looked to manufacture different products and flavours. One product highlighted by Nestlé was iced coffees. The group noted more than one in ten of the coffee consumed in Brazil's out-of-home channel is iced. The company said there had been 'significant growth' in sales among consumers aged 16 to 24. 'Brazil has become a strategic hub for coffee innovation and consumption. Our long-term investments reaffirm our commitment to delivering high-quality products while generating positive impact across the entire supply chain,' said Nescafé business executive officer Valéria Pardal, speaking on the latest investment. 'We continuously invest in innovation to serve a consumer who seeks variety, convenience, and excellence. This new chapter enhances our ability to develop offerings that reflect Brazil's rich diversity of tastes." "Nestlé to invest in Nescafé in Brazil" was originally created and published by Just Drinks, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Sign in to access your portfolio
Time of India
24-05-2025
- Business
- Time of India
Zach King brews a new chapter in influencer marketing with coffee-fueled campaign
Magic meets marketing as TikTok superstar Zach King leads a global influencer campaign to promote Nescafé's cold coffee concentrate. Known for his mind-bending videos, King is now redefining how Gen Z discovers coffee. The collaboration signals a shift in how global brands harness influencer power in the creator economy Zach King brings his signature magic to coffee in a new global influencer campaign with Nescafé, signaling how creators are reshaping Gen Z marketing strategies across TikTok, Instagram, and YouTube Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads When Zach King levitates into a coffee commercial, it is not just another branded content play, it is a statement. The viral illusionist with 2.2 billion TikTok views is now fronting a global campaign that blends magic and caffeine, marking a pivotal shift in influencer marketing strategy for legacy 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 read: TikTok ban could leave several influencers broke-See who's losing $10K a month! 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 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 read: It's so bad! Influencer who tried to impress Donald Trump with Rolex battered by market meltdown; tariffs wipe out $10 million of his wealth '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 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.'
Yahoo
22-05-2025
- Entertainment
- Yahoo
Nescafé's first-ever global influencer Zach King is bringing magic to the brand
VEVEY, Switzerland, May 22, 2025 /PRNewswire/ -- Nescafé announces today a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand's first-ever global influencer. This exciting collaboration marks a significant step in Nescafé's brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling. TV Commercialhttps:// Zach King, the digital wizard Zach King, from California, USA, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024. His unique ability to entertain and engage resonates perfectly with Nescafé's vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. "I've always loved turning everyday things into something unexpected," said Zach King. "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." Billboard Hack Hacking Nescafé with Zach King At the heart of this partnership is the new Nescafé Espresso Concentrate, the brand's latest cold coffee range designed for home consumption. This product empowers consumers to craft and personalize their coffee experiences, aligning with the emerging coffee hacking movement. The synergy between Nescafé's expertise and Zach King's creative digital storytelling promises to create a captivating narrative for coffee lovers everywhere. "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 and Head of Strategic Business Units and Marketing and Sales at Nestlé. "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." The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year. Photo - - View original content to download multimedia: SOURCE Nestlé
Korea Herald
22-05-2025
- Entertainment
- Korea Herald
Nescafé's first-ever global influencer Zach King is bringing magic to the brand
VEVEY, Switzerland, May 22, 2025 /PRNewswire/ -- Nescafé announces today a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand's first-ever global influencer. This exciting collaboration marks a significant step in Nescafé's brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling. TV Commercial Zach King, the digital wizard Zach King, from California, USA, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024. His unique ability to entertain and engage resonates perfectly with Nescafé's vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. "I've always loved turning everyday things into something unexpected," said Zach King. "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." Billboard Hack Hacking Nescafé with Zach King At the heart of this partnership is the new Nescafé Espresso Concentrate, the brand's latest cold coffee range designed for home consumption. This product empowers consumers to craft and personalize their coffee experiences, aligning with the emerging coffee hacking movement. The synergy between Nescafé's expertise and Zach King's creative digital storytelling promises to create a captivating narrative for coffee lovers everywhere. "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 and Head of Strategic Business Units and Marketing and Sales at Nestlé. "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." The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year.
Yahoo
22-05-2025
- Entertainment
- Yahoo
Nescafé's first-ever global influencer Zach King is bringing magic to the brand
VEVEY, Switzerland, May 22, 2025 /PRNewswire/ -- Nescafé announces today a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand's first-ever global influencer. This exciting collaboration marks a significant step in Nescafé's brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling. TV Commercialhttps:// Zach King, the digital wizard Zach King, from California, USA, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024. His unique ability to entertain and engage resonates perfectly with Nescafé's vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. "I've always loved turning everyday things into something unexpected," said Zach King. "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." Billboard Hack Hacking Nescafé with Zach King At the heart of this partnership is the new Nescafé Espresso Concentrate, the brand's latest cold coffee range designed for home consumption. This product empowers consumers to craft and personalize their coffee experiences, aligning with the emerging coffee hacking movement. The synergy between Nescafé's expertise and Zach King's creative digital storytelling promises to create a captivating narrative for coffee lovers everywhere. "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 and Head of Strategic Business Units and Marketing and Sales at Nestlé. "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." The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year. Photo - - View original content to download multimedia: SOURCE Nestlé
