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.
Indeed Is Running Its First Super Bowl Spot as Unemployment Soars
The ad is designed to give job seekers hope and inspiration.
M&M’s Will Reveal Its Super Bowl Spot in the Most 2020 Way Possible: a Zoom Call
Let's hope all 50,000 attendees can locate the mute button.
Hellmann’s Takes on Food Waste in First-Ever Super Bowl Ad
The Unilever brand's Big Game commercial stars Amy Schumer.
Huggies Will Advertise in the Super Bowl—a First for Parent Company Kimberly-Clark
The 30-second spot will introduce a new look, feel and voice for the diaper brand.
Sunbasket Moves Beyond Meal Kits as the Pandemic Lifts At-Home Eating
The company is repositioning with new branding, pantry staples and a national ad campaign.
Doritos Reveals the Identity of #FlatMatthew in New Super Bowl Teaser
A previous teaser for the snack brand's upcoming Super Bowl ad featured Mindy Kaling and Jimmy Kimmel.
The Biggest Challenge for Super Bowl 2021 Advertisers: Tone
Brands aim to generate buzz while avoiding backlash during the Big Game.
Marketers Bet on Which Pandemic-Inspired Behaviors Have the Most Staying Power
Many habits consumers have picked up with likely last.
Pandemic Gains Lead to First-Time Super Bowl Ads for Brands
Scotts Miracle-Gro, Vroom and Fiverr are in the Big Game this year.
Step Inside P&G’s Greener and Smarter Home of the Future
The CPG giant is hosting a virtual exhibit at CES 2021.