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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Irish Spring Will Air Its First Super Bowl Ad

Super Bowl

The soap brand is also debuting a new look.

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Seth Rogen Is Missing in Lay’s Super Bowl Teaser

Super Bowl

The Frito-Lay potato chip brand is building a mystery.

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M&M’s Updates Mascots to Represent a More ‘Dynamic and Progressive World’

CPG & Grocery

The candy maker takes the focus off its characters' gender.

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Buying Activision Blizzard Is a Metaverse Play by Microsoft

Gaming

The $68.7 billion deal also accelerates the tech giant's push into mobile gaming.

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Seeking Growth, Pernod Ricard Doubles Down on Media

Beer & Spirits

Pam Forbus, CMO for North America, explains the spirits maker's new direction.

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PepsiCo’s Flamin’ Hot Flavor Is Getting Its Own Super Bowl Commercial

Super Bowl

The spot will feature both Doritos and Cheetos brands.

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Pringles Returns to the Super Bowl for the Fifth Straight Year

Super Bowl

WPP's Grey Group will produce a 30-second spot.