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.
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.
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.
Fiverr Will Run Its First Super Bowl Ad This Year
Brand Marketing
The online platform for freelancers did well in 2020.
Frito-Lay to Run Three Ads During the Super Bowl
Brand Marketing
Expect Cheetos, Doritos and a whole lot more.
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.
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.
With Demand for Deodorant and Antiperspirant Down, Harry’s Enters the Category
The brand is counting on its connection with consumers and the rise of e-commerce to take market share.
The Year Shoppers Reconsidered Toilet Paper
Commerce
Amid shortages, people have sought out more sustainable options.
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.
Unilever Resumes Facebook Advertising After 6-Month Boycott
The Anglo-Dutch company was one of the first to announce a pause on social media spend in June.