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.
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.
Campbell’s Chunky Soup Wants to Be Your Lunch
The brand introduces a new tagline for its 2021 NFL season ad campaign.
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.
Exclusive: Anheuser-Busch Puts Cocktails in a Box
Last year, 55% of the alcohol company's net sales growth came from new products.
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.
How Stryve Foods Plans to Make Biltong a Household Name
The healthy snack brand's year-over-year sales increased 65% in the first half of 2021.
The Cola Wars’ Latest Battleground: Sugar-Free Products
Pepsi offers free Pepsi Zero Sugar to Coca-Cola Zero Sugar drinkers.
Kellogg’s Pushes Into DTC With Cheez-It Because ‘Data Is Gold’
CPG manufacturers are looking to learn more about shoppers.