Key Takeaways:
- Newel Brands' partners with Adobe Firefly Custom Models to accelerate Paper Mate packaging content creation by 75%.
- Adobe Express cut Oster social asset production by 33% (from 12 to eight hours for 52 assets).
- Newell aims to scale output to five times more content annually across its 50+ brands by integrating Adobe Firefly Services, Express, Workfront, and AEM.
- Adobe’s Cannes Lions unveiling of GenStudio for Performance Marketing, Firefly Services multichannel APIs, and LLM Optimizer signals a broader shift towards unified, AI-powered content.
Newell Brands is making a significant push to speed up and streamline how it produces digital content.
The company behind Sharpie, Coleman, Yankee Candle, and more than 50 other consumer names is now using a suite of generative AI tools to increase content output fivefold.
Newell, in a new partnership with Adobe that includes Firefly, Express, and GenStudio, aims to scale content production while improving consistency and quality.
In a news release, Newell Brands Co-CEO of Home & Commercial Segment Melanie Huet said expanding the company's longtime partnership with Adobe will strengthen its brand communications:
"We leaned into Adobe to rebuild our content supply chain and integrate our marketing technology stack with a vision of delivering five times more content, unlocking significant efficiency gains, and improving the effectiveness of our brand communications.”
This collab comes at a time when marketers are under increasing pressure to deliver more content across more channels, and faster than ever.
Adobe’s generative AI tools are now integrated throughout Newell’s marketing and production workflows, including Adobe Workfront for project coordination and Experience Manager for digital asset oversight.
One of the biggest gains has come from the use of Firefly Custom Models, which helped Newell cut packaging production time for Paper Mate by 75%.
On the social media side, the Oster brand team in Latin America used Adobe Express to define templates, logos, and colors.
This helped reduce the time it takes to create 52 assets from 12 hours to eight.
Instead of starting from scratch or adjusting visuals manually, teams can now produce ready-to-go assets that stay true to the brand’s identity and meet campaign deadlines.
Why This Matters for Consumer Brands
This type of investment supports faster delivery, stronger brand consistency, and higher content output without expanding team size.
With Firefly Services integrated into day-to-day production, Newell’s teams can now quickly adapt visuals for different campaigns and regions without outsourcing or repetitive manual edits.
Adobe’s new capabilities, introduced at Cannes Lions 2025, add further efficiency.
GenStudio for Performance Marketing helps teams create short-form video ads and display assets quickly.
Adobe also introduced an LLM Optimizer that lets companies make their content easier to find across AI-powered search and chat experiences.
These tools are already being used by other major companies such as Coca-Cola and Estée Lauder, as well as global agencies like Dentsu and Publicis.
Newell’s marketing team, now led by CMO Nick Hammitt, is focused on increasing market share and improving consumer engagement through faster and more flexible content production.
This effort is part of a wider business strategy aimed at getting more value from existing resources and responding faster to market needs.
With a record-high revenue of $5.87 billion in Q2 2025, an 11% year-over-year increase, efficiency has become a top priority.
Newell’s partnership with Adobe further supports this growth, with the tech giant even raising its targets for the next fiscal quarter to nearly $6 billion.
Our Take: Is AI the Future of Brand Content Operations?
In my view, Newell isn’t just solving a volume problem.
It’s building the kind of operational backbone every multi-brand company needs if it wants to stay competitive across digital retail and social channels.
Centralized tools and customized models allow teams across geographies to work faster without sacrificing consistency.
This is not just efficient. It also strengthens brand safety and supports creative agility.
The ultimate in creative AI. Now with video. #AdobeFirefly Generate Video gives you unparalleled creative control and IP-friendly outputs.
— Adobe (@Adobe) February 12, 2025
Check out what's new with Firefly and get ready to create like never before. https://t.co/phnOwQj8RXpic.twitter.com/jv41EfM7ib
If you're managing a portfolio of brands, this kind of setup frees your best talent to focus on strategy and storytelling instead of repetitive production tasks.
The real value is not just in saving time. It's in creating a system that supports faster output with less friction.
For marketing leaders, integrating these AI-powered tools may just be the new foundation for long-term content scalability.
Adobe continues to augment its tools and make it easier for creatives to design meaningful and visually on-brand content with the recent major launch of its Fonts update.
Need content at scale without sacrificing quality? These AI-powered agencies deliver:
