Portrait of Paul Hiebert

Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.

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Indeed Is Running Its First Super Bowl Spot as Unemployment Soars

The Big Game

The ad is designed to give job seekers hope and inspiration.

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M&M’s Will Reveal Its Super Bowl Spot in the Most 2020 Way Possible: a Zoom Call

The Big Game

Let's hope all 50,000 attendees can locate the mute button.

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Hellmann’s Takes on Food Waste in First-Ever Super Bowl Ad

The Big Game

The Unilever brand's Big Game commercial stars Amy Schumer.

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Huggies Will Advertise in the Super Bowl—a First for Parent Company Kimberly-Clark

The Big Game

The 30-second spot will introduce a new look, feel and voice for the diaper brand.

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Sunbasket Moves Beyond Meal Kits as the Pandemic Lifts At-Home Eating

Food & Beverage

The company is repositioning with new branding, pantry staples and a national ad campaign.

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Doritos Reveals the Identity of #FlatMatthew in New Super Bowl Teaser

The Big Game

A previous teaser for the snack brand's upcoming Super Bowl ad featured Mindy Kaling and Jimmy Kimmel.

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The Biggest Challenge for Super Bowl 2021 Advertisers: Tone

The Big Game

Brands aim to generate buzz while avoiding backlash during the Big Game.

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Marketers Bet on Which Pandemic-Inspired Behaviors Have the Most Staying Power

2021 Outlook

Many habits consumers have picked up with likely last.

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Pandemic Gains Lead to First-Time Super Bowl Ads for Brands

The Big Game

Scotts Miracle-Gro, Vroom and Fiverr are in the Big Game this year.

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Step Inside P&G’s Greener and Smarter Home of the Future

CES

The CPG giant is hosting a virtual exhibit at CES 2021.