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TikTok Helps Liquid Death Make Canned Water Cool

Mike Cessario, the brand’s CEO, compared creating social content to programming Adult Swim

TikTok global head of marketing Nick Tran (left) spoke with Liquid Death co-founder and CEO Mike Cessario
TikTok global head of marketing Nick Tran (left) spoke with Liquid Death co-founder and CEO Mike Cessario.Adweek
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By David Cohen

May 5, 2021

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


“Our approach is always: We don’t know anything,” said CEO Mike Cessario about bottled water company Liquid Death‘s TikTok strategy. “We don’t know what’s going to work. The thing we think is going to work doesn’t.”

Cessario made those comments during a session at Adweek’s Social Media Week 2021 Wednesday, alongside TikTok global head of marketing Nick Tran. “Whenever someone asks me who my favorite brand is, I always reference Liquid Death,” Tran said.

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David Cohen

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  • david.cohen@adweek.com

David Cohen is editor of Adweek's Social Pro Daily.

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