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.

Alt Image Text

Unilever Sends a Message to Hispanics Living in America

CPG & Grocery

For Hispanic Heritage Month, British consumer goods manufacturer Unilever has unveiled a campaign titled Nos Inspiras Tú (translation: "You Inspire Us").

Alt Image Text

How Campbell Snacks Finds the Courage to Disrupt Itself

Brandweek

CMO Janda Lukin explains the need to "get comfortable with being uncomfortable."

Alt Image Text

An Ode to Gainiacs Everywhere

CPG & Grocery

Craig Robinson channels Flashdance in a new spot for Procter & Gamble's Gain.

Alt Image Text

Mothers Against Drunk Driving Finds a New Ally: Anheuser-Busch

Beer, Spirits & Cannabis

With Uber, they're launching a new campaign to prevent impaired individuals from getting behind the wheel.

Alt Image Text

CPG Manufacturers Are Spending Less on National TV Ads

CPG & Grocery

A new report shows impressions are dropping, too.

Alt Image Text

Campbell’s Chunky Soup Wants to Be Your Lunch

CPG & Grocery

The brand introduces a new tagline for its 2021 NFL season ad campaign.

Alt Image Text

Road to Brandweek: How Campbell Snacks Plans to Evolve With Its Customers

Brandweek

CMO Janda Lukin on social listening, ecommerce and going beyond the core consumer.

Alt Image Text

Flamin’ Hot Mountain Dew Was Pretty Much Inevitable

CPG & Grocery

The Red Lobster signature cocktail was only the beginning.

Alt Image Text

Exclusive: Anheuser-Busch Puts Cocktails in a Box

Beer, Spirits & Cannabis

Last year, 55% of the alcohol company's net sales growth came from new products.

Alt Image Text

Pepsi Wonders Why You’d Start Going Out Now, Just as Football Season Is Kicking Off

CPG & Grocery

Pepsi Zero Sugar gets prominent placement in the company's upcoming NFL push.