Amid TikTok U.S. upheaval, Vita Coco stays — with backup plan

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

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Published by digiday.com