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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Mothers Against Drunk Driving Finds a New Ally: Anheuser-Busch

Beer, Spirits & Cannabis

With Uber, they're launching a new campaign to prevent impaired individuals from getting behind the wheel.

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CPG Manufacturers Are Spending Less on National TV Ads

CPG & Grocery

A new report shows impressions are dropping, too.

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Campbell’s Chunky Soup Wants to Be Your Lunch

CPG & Grocery

The brand introduces a new tagline for its 2021 NFL season ad campaign.

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Road to Brandweek: How Campbell Snacks Plans to Evolve With Its Customers

Brandweek

CMO Janda Lukin on social listening, ecommerce and going beyond the core consumer.

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Flamin’ Hot Mountain Dew Was Pretty Much Inevitable

CPG & Grocery

The Red Lobster signature cocktail was only the beginning.

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Exclusive: Anheuser-Busch Puts Cocktails in a Box

Beer, Spirits & Cannabis

Last year, 55% of the alcohol company's net sales growth came from new products.

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Pepsi Wonders Why You’d Start Going Out Now, Just as Football Season Is Kicking Off

CPG & Grocery

Pepsi Zero Sugar gets prominent placement in the company's upcoming NFL push.

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How Stryve Foods Plans to Make Biltong a Household Name

CPG & Grocery

The healthy snack brand's year-over-year sales increased 65% in the first half of 2021.

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The Cola Wars’ Latest Battleground: Sugar-Free Products

CPG & Grocery

Pepsi offers free Pepsi Zero Sugar to Coca-Cola Zero Sugar drinkers.

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Kellogg’s Pushes Into DTC With Cheez-It Because ‘Data Is Gold’

CPG & Grocery

CPG manufacturers are looking to learn more about shoppers.