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.
Adnatomy: Quarantine Gives Progressive a Creativity Boost
Flo, Jamie, Mara and colleagues do their best to work from home.
Butterball’s Turkey Talk-Line Is Ready for an Unusual Thanksgiving
The poultry brand knows consumers need different advice this holiday season.
Sprite’s Latest Campaign Encourages Black Youth to Vote
The soft drink brand is debuting a series of spots during the 2020 BET Hip Hop Awards.
Kind Calls Out Clif Bar—Again—While Debuting New Energy Bar
The CPG brands' rivalry continues, with a focus on unhealthy ingredients.
Candy Brands Are Trying to Solve the Halloween Pandemic Puzzle
Trick-or-treating and other traditional ways of celebrating are off the table since they don't comply with social distancing practices.
Walgreens Seeks Progress, Not Perfection, During Pandemic
How the drugstore's pharmacists and Sesame Street contributed to growing the bottom line.
Adnatomy: How SimpliSafe Kept Making Robbert Larson Commercials During the Pandemic
Creativity, logistics, safety and a whole lot of trust.
Campbell’s Amplifies Organic Offerings With First National Campaign for Pacific Foods
The CPG manufacturer acquired the line of soups, broths and plant-based beverages for $700 million in 2017.
Banza Introduces Its New Line of Pizzas by Suggesting Every Night Can Be Pizza Night
The brand, known for its chickpea-based products and vibrant orange packaging, enters a new category.
Domino’s and Brooklinen Share Their Biggest Pandemic Pivots
Commercial content, audience targeting and measuring return on investment.
With Masks the Norm, Schick Positions Eyebrows as the New Lips
Razor brand offers a lesson in nonverbal communication with help from actor Madison Bailey.
Halsey Shows Being a King Is a Mindset in New Budweiser Spot
Being king is a mindset.
Kraft Mac & Cheese Erases ‘Send Noods’ Campaign From Its Social Media Following Criticism
Some social media users said the ads were inappropriate.