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.
SweeTarts and Christina Aguilera Ask Fans to Make SweetBeats
The candy brand has created an online music mixer.
Colgate-Palmolive’s Softsoap Debuts Hand Soap Made From Tablets
The new product is all about sustainability.
Why Verishop’s Cate Khan Believes the Days of One-Way Live Shopping Are Done
The co-founder and chief strategy officer explains how storytelling drives product discovery.
Starbucks Debuts First-Ever Ready-To-Drink Portfolio Campaign
The marketing push features Chance the Rapper.
How Modern Beverage Brands Market Themselves as Antidotes to Stress, Anxiety and Sickness
Quenching thirst and tasting great are no longer enough.
As Social Distancing in America Winds Down, Trojan Unveils a New Line of Condoms
Sales have suffered during quarantine.
Axe Wants Guys to Get Vaccinated Before Getting ‘Axeinated’
The personal care brand hopes people will get close again.