With a portfolio of more than 50 iconic brands—from Sharpie® and Rubbermaid® to Coleman® and Yankee Candle®—Newell Brands is continually evolving to meet the demands of today’s dynamic marketplace. A key part of this evolution is how we create and deliver content that engages consumers across every omnichannel touchpoint.

To continue our transformative journey, we recently announced a new partnership with Adobe to optimize our content supply chain using generative AI. This powerful collaboration is helping us dramatically scale the production of high-impact digital and e-commerce content. Adobe’s AI-powered tools are enabling our teams to generate five times more content, faster, more consistently and with stronger creative resonance.

“As part of our corporate strategy to win in the marketplace, we are investing in solutions that help us deliver superior brand communications. We wanted a partner who could help us connect the Newell Brands ecosystem, thereby enabling faster, higher quality content creation that can be leveraged globally with ease,” said Melanie Huet, our Co-CEO, Home & Commercial Segment. “We ultimately decided to expand our partnership with Adobe, a longtime trusted partner with best-in-class tools that can be used directly in our existing workflows. 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.”

“Businesses expect the demand for content to rise dramatically over the next few years, putting marketers and creatives under incredible pressure to deliver assets that support global marketing efforts and can drive customer engagement,” said Brent Rudewick, vice president, Adobe GenStudio. “As Newell Brands looks to expand its reach to new audiences, Adobe’s AI-enabled enterprise solutions will empower the company to unify creativity and marketing, scaling the production of standout content that anchors impactful customer experiences.”

As part of this investment, Newell is adopting Adobe Firefly Services, a suite of generative and creative APIs including tools like Generative Fill and Generative Expand. These capabilities are embedded directly into our existing production workflows, enhancing efficiency and creative agility. We’re also tapping into Firefly Custom Models and Adobe Express, further strengthening our content pipeline built on platforms like Adobe Workfront and Experience Manager.

By embedding generative AI into our workflows, we’re automating repetitive tasks such as asset resizing and content localization. This frees up our teams to focus on strategic, high-impact creative work. For example, when we used Firefly Custom Models for Paper Mate® packaging, we accelerated content production by 75% and significantly reduced time-to-market.

Ultimately, Adobe’s AI-driven solutions are empowering Newell Brands’ marketers and creatives to deliver faster, smarter, and more personalized omnichannel experiences. Together, we’re reshaping how branded content is created, ensuring it resonates with consumers and drives measurable results.