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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Ocean Spray’s New Drink Has Some Zip

CPG & Grocery

The agricultural cooperative is pushing into the energy space.

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Amid IPO Rumors, Chobani Debuts First Multi-Product Campaign

CPG & Grocery

The brand wants everyone to know it makes more than just Greek yogurt.

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How AB InBev’s In-House Agency draftLine Helped the Company Navigate 2020

Beer, Spirits & Cannabis

The team plans to increase its global headcount by 25% this year.

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Pepsi Zero Sugar Declares the End of Compromise in New Campaign

CPG & Grocery

Soda makers seek to meet demand for healthier options.

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After Nearly a Decade Away, Ruffles Returns to TV

CPG & Grocery

New ad features Anthony Davis, T-Pain and King Bach.

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The McBride Sisters Built a Wine Brand in Their Own Way

Challenger Brands

"The greatest function of diversity is innovation."

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No Super Bowl Advertiser Did It Like Mountain Dew

Brand Marketing

The beverage brand took a gamble with its Big Game sweepstakes. Here’s why it paid off.

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Road to Challenger Brands: Grove Collaborative Aims to Make Its Customers Into Advocates

Challenger Brands

The home products delivery service plans to do more good, not just less bad.

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Road to Challenger Brands: Roblox Is Pushing the Evolution of the Internet

Challenger Brands

The ever-increasing need for connection is fueling the Metaverse.

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Why Kraft Heinz Sold Planters Peanuts

CPG & Grocery

Demand for the nuts brand has declined in recent years.