Dive Brief:

• Newell Brands and Adobe are partnering to activate generative artificial intelligence (AI) with Adobe Firefly and Adobe Express, Marketing Dive can exclusively share.
• The consumer goods marketer is also expanding its use of Adobe’s content supply chain solutions to optimize planning, content creation, activation and measurement.
• The partnership comes as Newell looks to continue a business transformation strategy under new CMO Nick Hammitt. Previous CMO Melanie Huet was recently promoted to co-CEO of the company’s home and commercial segment.

Dive Insight:

Newell Brands, a consumer good company that notched $1.6 billion in net sales in Q1 2025, is investing in marketing across channels, including social media and e-commerce, with the goal of creating five times more content while improving efficiency and effectiveness. As part of this strategy, the company has a new partnership with Adobe around its generative AI services.

The partnership with Adobe is multifold. Newell’s content supply chain is now powered by Adobe’s generative AI solutions, including its suite of Adobe Firefly Services, that enable content creation at scale through streamlining tasks like resizing and swapping backgrounds. 

Newell will also use Adobe Firefly Custom Models that are trained on the marketer’s proprietary assets and ensure that content creation is on-brand. Using the models for its Paper Mate brand accelerated content production by 75% and shortened time-to-market — efficiencies the marketer hopes to replicate across its portfolio.

Newell has also seen early success with Adobe Express, which allows it to define templates and brand guidelines for marketing teams. Its team in Latin America used Express on the production process for Oster social content to cut the time it takes to create 52 assets by 33%, from 12 hours down to eight hours.

News of the partnership comes days after Newell shuffled its executive ranks, promoting its CMO to a co-CEO role and its vice president of marketing to CMO. New CMO Hammitt will be responsible for developing and executing marketing strategies to drive brand growth, increase market share and enhance consumer engagement and conversion. The executive previously held senior roles at The Campbell’s Company, PepsiCo and Unilever. 

“As CMO, I look forward to working with our brand teams to deliver bold, insight-driven marketing and commercial innovation that deepens consumer engagement, drives conversion, and fuels long-term brand equity,” Hammitt said in a press release.

Newell joins a list of other marketers betting on generative AI to boost content marketing, including others who are leveraging Adobe’s AI services this year. 

Brands under the Newell umbrella include Coleman, Oster, Yankee Candle, Rubbermaid and more. In Q1 2025, Newell Brands saw net sales decline 5.3% year-over-year to $1.6 billion, with core sales declining only 2.1%. However, President and CEO Chris Peterson noted that the results were in-line or better than the company’s expectations, later saying that the executive moves were part of its strategy to connect with consumers and accelerate performance of its portfolio.