
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.
Ocean Spray’s New Drink Has Some Zip
The agricultural cooperative is pushing into the energy space.
Amid IPO Rumors, Chobani Debuts First Multi-Product Campaign
The brand wants everyone to know it makes more than just Greek yogurt.
How AB InBev’s In-House Agency draftLine Helped the Company Navigate 2020
The team plans to increase its global headcount by 25% this year.
Pepsi Zero Sugar Declares the End of Compromise in New Campaign
Soda makers seek to meet demand for healthier options.
After Nearly a Decade Away, Ruffles Returns to TV
New ad features Anthony Davis, T-Pain and King Bach.
The McBride Sisters Built a Wine Brand in Their Own Way
"The greatest function of diversity is innovation."
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.
Road to Challenger Brands: Grove Collaborative Aims to Make Its Customers Into Advocates
The home products delivery service plans to do more good, not just less bad.
Road to Challenger Brands: Roblox Is Pushing the Evolution of the Internet
The ever-increasing need for connection is fueling the Metaverse.
Why Kraft Heinz Sold Planters Peanuts
Demand for the nuts brand has declined in recent years.