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.

Photo of Godiva chocolates

Godiva Is Appealing to a Wider Demographic to Take a Bigger Bite of Chocolate Category


The company is looking to expand beyond affluent shoppers and special occasions by making its goods more available to more people.

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Bagel Bites Says Despite Our Differences, We Can All Agree on Pizza Bagels


The Kraft Heinz snack brand looks to stir up friendly debate while reminding people what they have in common.

Cheetos Mac ‘N Cheese Shakes Up a Home-Cooking Staple


Cheetos Mac 'N Cheese comes in three flavors: Bold & Cheesy, Flamin' Hot and Cheesy Jalapeño.

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Candy Companies Fear a Halloween Season With Less Demand


The Hershey Company has shifted production away from Halloween-themed items in favor of everyday products.

Extra Gum Celebrates Offline Connections Among Generation Z


A new 30-second ad for Mars Wrigley's Extra gum, created in partnership with BBDO, celebrates the connections that occur offline.

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Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?

Brand Marketing

The hard seltzer category's not likely to stop growing any time soon.

The Time for Contactless Payment in America Has Arrived

Fin Tech

Especially now, people want to walk into a store, grab what they need, then walk out.

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Study Shows Americans Still Love Their Big-Name CPG Brands


The data comes from a nationally representative sample of U.S. adults who rated more than 1,900 brands.

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With Social Activities Still Rare, Sales of Gum and Mints Continue to Lag


Mondelez International, maker of Trident and Stride, reported that net revenue for its gum and candy category dropped 22% in North America.

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Coffee Brands Are Adapting as Consumers Opt to Brew at Home

Adapting to Crisis

Though it began with lockdown orders, experts think the coffee brewing at home trend will continue as people look to save money.

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Why Freedom of Speech Does Not Equal Freedom to Monetize


Unilever was one of the first major companies to put a pause on its social media ad spend.

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CPG Marketers Discuss Covid-19 Strategies and What Might Last Past the Pandemic


Representatives from General Mills, PepsiCo and the Boston Beer Company talked about how demand for shelf-stable packaged food has surged.

kimberly clark products

Tissues and Toilet Paper Cushion Kimberly-Clark’s Q2 Revenue


The CPG manufacturer's consumer tissue segment, which includes Kleenex, Viva and Scott, increased 12% to $1.6 billion.

Unilever Sees Sales Dip, But Performs Well in North America


The maker of Dove soap and Hellmann’s mayonnaise saw revenue in North America climb 9.5%.

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Beauty Marketers Discuss 3 Ways the Industry Is Changing Amid Covid-19


Marketers from Estée Lauder, e.l.f. Cosmetics and Ulta Beauty discussed three ways their industry is adapting to the current moment.