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“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.