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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SweeTarts and Christina Aguilera Ask Fans to Make SweetBeats

CPG & Grocery

The candy brand has created an online music mixer.

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McCormick Is Hiring a Director of Taco Relations

CPG & Grocery

The part-time, four-month gig pays $100,000.

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Coke Reintroduces Coca-Cola Zero Sugar

CPG & Grocery

The brand has a new look and taste.

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Why Verishop’s Cate Khan Believes the Days of One-Way Live Shopping Are Done

Ecommerce

The co-founder and chief strategy officer explains how storytelling drives product discovery.

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Starbucks Debuts First-Ever Ready-To-Drink Portfolio Campaign

CPG & Grocery

The marketing push features Chance the Rapper.

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Burt’s Bees Welcomes Back Lips

CPG & Grocery

They've been hiding under masks for a while now.

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Axe Wants Guys to Get Vaccinated Before Getting ‘Axeinated’

Advertising

The personal care brand hopes people will get close again.