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.

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Halo Top Continues Its Body-Positive Message With 3 New Spots

Brand Marketing

The ice cream brand's 'Stop Shoulding Yourself' campaign evolves.

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P&G Sees Growth in Earnings as Consumers Cling to Pandemic Cleanliness

Commerce

Sales grew 5% to $18.1 billion during the company's latest quarter.

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Global Demand for Health and Wellness Expected to Hit Nearly $7 Trillion in 2024

Commerce

A new report from Credit Suisse outlines four factors behind the growth.

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Smartwater Unveils a New Ad Campaign Featuring Gal Gadot

Brand Marketing

The Coca-Cola brand is promoting a line of flavored products that debuted last month.

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Hershey Sends US Media Duties for Confectionary Brands to Horizon

Media Agencies

The appointment concludes a six-month review led by ID Comms.

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Diageo Acquires Another Ready-to-Drink Alcohol Brand Loyal 9

Performance Marketing

This follows a recent purchase of Lone River Ranch Water.

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With Sales Up, Silk Looks to Turn More Shoppers to Plant-Based Milk

Performance Marketing

A new marketing push aims to show viewers that almond milk is grown, not made.

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Grove Collaborative Enters Physical Retail With Target

Commerce

The plan is to generate sales and awareness.

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Gopuff Debuts Largest Ad Campaign Ever Following New Round of Funding

CPG & Grocery

Now, the Philadelphia-based company is aiming to raise brand awareness with its largest marketing push ever.