United StatesConsumer goods2025 – ongoing

Newell Brands

Adobe Firefly Custom Models and Adobe Express for packaging and social content

Newell Brands said Adobe's generative AI tools made Paper Mate packaging content 75% faster to produce

In progressVendor case studyVendor ↗

Problem

Newell Brands needed to produce far more creative content across its brands, for packaging and social channels, in less time.

Approach

Newell adopted Adobe Firefly Services, Firefly Custom Models and Adobe Express, alongside Adobe Workfront and Experience Manager Assets it already used. Paper Mate used Firefly Custom Models for packaging content. Oster used Adobe Express for social assets. Newell set a goal of delivering five times more content.

Results

75%faster content production for Paper Mate packaging with Firefly Custom Models, per AdobeVendor case study[1]

12 to 8 hourstime to create 52 Oster social assets with Adobe Express, per AdobeVendor case study[1]

Takeaway

The five-times goal is a target, not a result, and the other figures come from Adobe's announcement.

Sources

Newell Brands Embraces Adobe Firefly and Adobe Express to Power its Content Supply Chain with Generative AI
Adobe12 Jun 2025Vendor publication

Source summaries

[1]Adobe12 Jun 2025

Adobe press release on Newell Brands' use of Firefly and Adobe Express. It reports 75% faster Paper Mate packaging content, Oster social asset creation cut from 12 to 8 hours for 52 assets, and a Newell goal of five times more content.

Full details are in the original sources.

Added 2 Nov 2026 · Updated 2 Nov 2026