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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Sprite’s Latest Campaign Encourages Black Youth to Vote

Politics

The soft drink brand is debuting a series of spots during the 2020 BET Hip Hop Awards.

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Kind Calls Out Clif Bar—Again—While Debuting New Energy Bar

CPG

The CPG brands' rivalry continues, with a focus on unhealthy ingredients.

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Candy Brands Are Trying to Solve the Halloween Pandemic Puzzle

Life in Quarantine

Trick-or-treating and other traditional ways of celebrating are off the table since they don't comply with social distancing practices.

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The NFL Had a Problem. Tide Helped Solve It

Sports Marketing

Detergent brand keeps a valued post-game tradition alive despite the pandemic.

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Walgreens Seeks Progress, Not Perfection, During Pandemic

Brand Marketing

How the drugstore's pharmacists and Sesame Street contributed to growing the bottom line.

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Adnatomy: How SimpliSafe Kept Making Robbert Larson Commercials During the Pandemic

Agencies

Creativity, logistics, safety and a whole lot of trust.

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Campbell’s Amplifies Organic Offerings With First National Campaign for Pacific Foods

Brand Marketing

The CPG manufacturer acquired the line of soups, broths and plant-based beverages for $700 million in 2017.

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Banza Introduces Its New Line of Pizzas by Suggesting Every Night Can Be Pizza Night

CPG

The brand, known for its chickpea-based products and vibrant orange packaging, enters a new category.

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Kit Kat Takes a Break From ‘Have a Break’ Slogan

Marketing Innovation

The brand is asking members of the public to come up with an alternative tagline.

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Domino’s and Brooklinen Share Their Biggest Pandemic Pivots

Convergent TV

Commercial content, audience targeting and measuring return on investment.

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With Masks the Norm, Schick Positions Eyebrows as the New Lips

CPG

Razor brand offers a lesson in nonverbal communication with help from actor Madison Bailey.

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How Fresh Food Needs to Appeal to the Pandemic Shopper

Brand Marketing

Stress and safety concerns are keeping people away, according to a new study from Deloitte.

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Sour Patch Kids Defied Skeptics, Successfully Opening a Physical Shop in a Pandemic

Food & Beverage

And it's not the only way the sour-then-sweet candy brand is experimenting.