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.

Alt Image Text

5 Charts That Show Why CPG’s Run Will Continue Well Into 2021

Retail

The vaccine is coming, but data suggests demand for household staples isn’t going away anytime soon.

Alt Image Text

Unilever Resumes Facebook Advertising After 6-Month Boycott

CPG

The Anglo-Dutch company was one of the first to announce a pause on social media spend in June.

Alt Image Text

Frito-Lay Is Going to Rickroll You—But This Time Rick Astley’s in on the Joke

CPG

The singer is never gonna give up healthy snacks in this New Year’s campaign.

Alt Image Text

P&G’s Marc Pritchard Discusses the Limits of How Much Good Brands Can Do

CPG

The CPG manufacturer plans to do 2,021 positive deeds in 2021.

Alt Image Text

Pringles Will Run a Spot in the 2021 Super Bowl

The Big Game

This marks the snack brand's fourth appearance in a row.

Alt Image Text

Colgate-Palmolive Aims to Turn Toothbrushing Into a Quiet Moment of Mindfulness

CPG

And use the opportunity to collect more user data, too.

Alt Image Text

How Domino’s Plans to Beat the Food Delivery Boom

Food & Beverage

With a new ad agency and growing budget, the pizza chain is committed to taking a different approach than the competition.

Alt Image Text

The Pandemic Has Shifted When, Not Just How, Americans Buy Groceries

Adapting to Crisis

Instacart data reveals how online shopping is shifting during the pandemic.

Alt Image Text

Tupperware Is Having a Great Year, and It’s Not Just Because of the Pandemic

CPG

More people making meals at home isn't the only reason it's doing so well.

Alt Image Text

How Growing Hot Sauce Brand Truff Built a Product Out of Social Media Success

CPG

Co-founders Nick Guillen and Nick Ajluni discuss how no amount of marketing can replace authenticity.