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.
Unilever Sends a Message to Hispanics Living in America
For Hispanic Heritage Month, British consumer goods manufacturer Unilever has unveiled a campaign titled Nos Inspiras Tú (translation: "You Inspire Us").
How Campbell Snacks Finds the Courage to Disrupt Itself
CMO Janda Lukin explains the need to "get comfortable with being uncomfortable."
Mothers Against Drunk Driving Finds a New Ally: Anheuser-Busch
With Uber, they're launching a new campaign to prevent impaired individuals from getting behind the wheel.
CPG Manufacturers Are Spending Less on National TV Ads
A new report shows impressions are dropping, too.
Road to Brandweek: How Campbell Snacks Plans to Evolve With Its Customers
CMO Janda Lukin on social listening, ecommerce and going beyond the core consumer.
Flamin’ Hot Mountain Dew Was Pretty Much Inevitable
The Red Lobster signature cocktail was only the beginning.
Pepsi Wonders Why You’d Start Going Out Now, Just as Football Season Is Kicking Off
Pepsi Zero Sugar gets prominent placement in the company's upcoming NFL push.