Robert Klara

Robert Klara

Robert Klara is a senior editor for Adweek.
Robert Klara is a senior editor for Adweek, where he specializes in covering the evolution and impact of brands. He is also the author of three nonfiction books: "FDR's Funeral Train: A Betrayed Widow, a Soviet Spy, and a Presidency in the Balance," "The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence" and "The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America."

How Sweet’N Low Taught Americans to Say No to Sugar

This is the story of the little pink packets that revolutionized the concept of sweetness

Can Diet Coke’s New Skinny, Rainbow-Colored Cans Attract the Millennials It Covets?

A reboot 2 years in the making.

Why Target Is Gambling on the Tricky Task of Making Jeans for Women

Here's the strategic thinking behind its new Universal Threads brand.

How Pac-Man So Completely Seized the Imagination 37 Years Ago, and Never Really Let Go

Though it wasn't the first maze challenge, it's still going after nearly four decades.

Switching to Healthy Ingredients Is Riskier for Brands Than You Might Think

People want chemicals out, but alienating consumers is always a concern.

Why Fruitcake, the Maligned Holiday Treat, Is Finally Getting Some Respect

Business is brisk this season, whether you like it or not.

Why Brands Lost Their Fear of Controversy and Got Political in 2017

Corporate America took a stand against President Trump's policies.

Why Bursting-Briefs Brand 2(X)ist Is Actually Toning Down the Beefcake

So long, supermodel studs—and welcome everybody else.

This Company Wants to Turn More Taxpayers Into Tax Slayers

A scrappy software provider jousts with the mighty TurboTax.

How Vanity Fair Paper Napkins Loosened Up Its Look While Staying True to Its Premium Roots

Fancy serviette brand rolls out its new packaging.