May 5 - Brawny Man returns for brand refresh | Circana hires Kroger retail media exec

Circana hires Kroger retail media exec for newly created role; Del Real favors ‘Abuela Intelligence’ over AI in first brand campaign; Heineken promotes a world without social media with creators, Joe Jonas; Campaign Trail: Seattle’s Best Coffee makes days smoother with humor View online | Signup

Daily Dive May​ 5,​ 2025 | Today’s news and insights for marketing leaders   BROUGHT TO YOU BY — Instant 98% of your site visitors are anonymous​ That’s why ThirdLove, Toys R Us and July Luggage use Instant to identify 10x more visitors and double their email revenue. Unlock your guaranteed 4x ROI now.   Brawny brings back the Brawny Man for brand refresh A new campaign puts the iconic mascot into modern contexts, including a “get ready with me” video, to promote the brand’s three-ply paper towels. Circana hires Kroger retail media exec for newly created role Cara Pratt will oversee retail and media strategies as the company’s president of global retail and media beginning later this month. Del Real favors ‘Abuela Intelligence’ over AI in first brand campaign Instead of artificial intelligence, the brand of ready-to-eat meals taps grandmothers to dish out advice on topics including relationships. Sponsored Content by Marketing Dive’s studioID How Frito Lay and Nestlé cracked the college market Top brands use college brand ambassadors to launch products, build trust and amplify outreach. See how sampling and user-generated content from outgoing and influential students deliver lasting results in this playbook. Heineken promotes a world without social media with creators, Joe Jonas “Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima. Column Campaign Trail: Seattle’s Best Coffee makes days smoother with humor The Nestlé brand and agency Haymaker tapped Joel McHale and director Neal Brennan for its first national push in more than six years. Read more news 5 Strategies to Maximize Customer Data & Loyalty 76% of companies struggle with data silos, missing opportunities to engage and retain customers. Learn how to break down barriers, optimize marketing, and drive results in this playbook. Download Now From Our Library Playbook Five Myths about AI in Product Discovery That May Be Limiting Your Brand Custom content for Talkoot Webinar - on demand 5 Essential Tips for Successful AI Adoption Custom content for Validity Playbook 5 Strategies to Turn Customer Data into Revenue Custom content for Baesman View all resources What We’re Reading Ad Age DOJ urges judge to force Google to divest ad tech tools Axios Trump says he’d give TikTok another extension Digiday What if Google isn’t forever? Marketers grapple with a platform in flux Suggest a story we should read Upcoming Events 15 MAY Webinar | 2 p.m. ET How to Take Your Retail Media Network to the Next Level Presented by studioID and Kevel 21 MAY Webinar Why a Strong Data Foundation is Marketing's Competitive Advantage Presented by studioID and Databricks 17 JUN Virtual Event | 2 p.m. ET Loyalty 2.0 Capturing — and keeping — the customer Presented by CX Dive, Marketing Dive, Hotel Dive and Restaurant Dive Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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