As the lead creative at Liquid Death – a canned water company hellbent on changing the way that water is packaged and marketed – Andy’s job is to give everyone creative whiplash. Along the way, Andy and the Liquid Death team pride themselves on creating a product that makes people healthier and makes the world a better place.

In this episode of Forktales, Joseph and Andy talk about the “sea of sameness” that is the bottled water category, zigging while everyone else is zagging and rewarding loyal fans on TikTok.