Paul Hiebert

Paul Hiebert is a CPG reporter for 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 freelance writing has appeared on The New Yorker, The Atlantic, and Slate, among other publications.

Procter & Gamble to Feature Multiple Brands in Interactive Super Bowl Spot

A P&G Super Bowl LIV spot will feature Bounty, Mr. Clean, Febreze, Olay, Charmin, Old Spice and Head & Shoulders.

Can a New Marketing Campaign Bring Vitality Back to GNC?

The health and wellness retailer has struggled in recent years, but a new ad campaign seeks to change consumer perception.

Top Advertisers, Media Platforms Get Tough on Harmful Online Content

The Global Alliance for Responsible Media has a new initiative to fight back against objectionable digital content.

Consumer Demand for Better Packaging Might Just Save the Planet

While Loop is all about sustainability through reuse, two-thirds of customers choose it for its packaging design.

P&G Is Making Sure No One Sees Its Ads Too Often

Technology is changing consumer expectations and how P&G is connecting with them.

Former US Speaker of the House Paul Ryan Talks 2020 Economic Predictions at NRF

China, innovation and education were all top of mind at the National Retail Federation conference.

Campbell’s Goes Veggie, Gluten-Free and No-Grain With New Products

Campbell's is introducing new versions of its popular snack brands to keep pace with shifting consumer demands.

CPG Industry Shines in New Report on Brand Trust

In Morning Consult's first annual Most Trusted Brands report, 12 familiar CPG names are among the top 25 most-trusted brands in America.

General Mills Makes It Official: Sugar and Cereal Are Back Together

Wellness might be trending, but people still indulge when it comes to cereal.

Secret’s Latest Ad Campaign Offers Nothing New—and That’s Exactly Why It Works

The strategy of brands associating themselves with female empowerment has become commonplace, but Secret is different.