This is a Profile

Paul Hiebert

Paul Hiebert is a CPG reporter for 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 freelance writing has appeared on The New Yorker, The Atlantic, and Slate, among other publications.


This is a Profile

Hawaiian Tropic and Banana Boat Adjust Marketing for a Different Sort of Summer

CPG

With states opening up again, Edgewell Personal Care is cautiously optimistic about its ability to move its seasonal products.

This is a Profile

1 in 5 Shoppers Have Changed Grocery Stores During the Pandemic

CPG

Driving factors include poor ecommerce and a lack of in-stock items.

This is a Profile

Gen Z and Millennial Entrepreneurs Step Up to Help Amid Covid-19 Crisis

Brand Marketing

Economic turmoil has presented an opportunity for entrepreneurs looking to address the emerging cracks in society.

This is a Profile

Secret’s Latest Ad Campaign Offers Nothing New—and That’s Exactly Why It Works

CPG

The strategy of brands associating themselves with female empowerment has become commonplace, but Secret is different.

This is a Profile

New Panasonic Campaign Attempts to Connect With Younger Consumers by Highlighting Brand Values

CES

Panasonic's new campaign intends to connect the century-old company with younger consumers looking for brands to take a stand

This is a Profile

Airport Terminal Retail Takes Off

Retail

While brick-and-mortar stores struggle to adapt to changes in consumer behavior, airport retailers are thriving.

This is a Profile

4 Key Trends Driving Big Changes in the Skincare Industry

Brand Marketing

Disruptor brands are transforming the skincare space.

This is a Profile

Product Packaging As We Know It Is About to End

Packaging Design

How Coca-Cola, Procter & Gamble, Nestlé, S.C. Johnson and others are moving toward sustainability.

This is a Profile

How Mars Wrigley Is Trying to Bring Impulse Buying Online

Retail

While in-store impulse shopping is alive and well, the challenge for candy companies is finding a way to foster similar behavior online.

This is a Profile

Nestle Pushes More Sugar Products Off Portfolio in Latest Sale

Brand Marketing

As consumer demand for healthy food options rises, CPG companies are adjusting their portfolios.