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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Pandemic Gains Lead to First-Time Super Bowl Ads for Brands

Brand Marketing

Scotts Miracle-Gro, Vroom and Fiverr are in the Big Game this year.

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Step Inside P&G’s Greener and Smarter Home of the Future

Brand Marketing

The CPG giant is hosting a virtual exhibit at CES 2021.

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Fiverr Will Run Its First Super Bowl Ad This Year

Brand Marketing

The online platform for freelancers did well in 2020.

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Frito-Lay to Run Three Ads During the Super Bowl

Brand Marketing

Expect Cheetos, Doritos and a whole lot more.

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Pepsi Turns the Super Bowl Halftime Show Into a National Campaign

Brand Marketing

In addition to a TV spot, beverage brand will debut a new website and special packaging.

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Nelly Gives Flamin’ Hot Lay’s His Seal of Approval

Commerce

“Frito-Lay does not have any additional nostalgia campaigns planned for this year,” a spokesperson said.

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With Demand for Deodorant and Antiperspirant Down, Harry’s Enters the Category

Commerce

The brand is counting on its connection with consumers and the rise of e-commerce to take market share.

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The Year Shoppers Reconsidered Toilet Paper

Commerce

Amid shortages, people have sought out more sustainable options.

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5 Charts That Show Why CPG’s Run Will Continue Well Into 2021

Commerce

The vaccine is coming, but data suggests demand for household staples isn’t going away anytime soon.

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Unilever Resumes Facebook Advertising After 6-Month Boycott

CPG

The Anglo-Dutch company was one of the first to announce a pause on social media spend in June.