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‘There was a conversation’: Vita Coco rides out TikTok U.S. uncertainty with its safety nets built
By Seb Joseph Even as TikTok’s U.S. ownership shake-up fuels uncertainty and some audience drift, Vita Coco is staying put, keeping the platform central to its social marketing without mistaking it for a permanent foundation.
That stance, according to its CMO Jane Prior, isn’t denial. It’s restraint. When talk of a U.S. deal first surfaced, the brand adjusted its expectation and kept moving. Now, the uncertainty just reads like the cost of doing business in an internet era where platforms wobble as often as they win.
Because leaving would mean abandoning years of momentum — the audience, the creative fluency and the cultural muscle memory — its marketers have been stacking there since 2021. Over that period, TikTok has grown to account for around 70% of its social spend, which is the bulk of its marketing outlay. Until the floor actually caves in, Vita Coca’s marketers are still running plays. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday
