Newell Brands, the consumer goods conglomerate behind familiar names like Sharpie, Rubbermaid, Graco, Coleman, and Yankee Candle, has deepened its partnership with Adobe to overhaul its global marketing content supply chain. Using Adobe Firefly and Adobe Express, Newell aims to radically scale up production and delivery of digital marketing and e-commerce content through generative Artificial Intelligence solutions, meeting soaring demands for fresh, engaging assets across channels and markets.
The company’s expanded digital strategy leverages Adobe’s suite of enterprise tools, including Firefly Services’ generative APIs, Firefly Custom Models, and Adobe Express. These solutions are layered onto content supply chain management platforms like Adobe Workfront and Experience Manager. The impact is tangible: Firefly Custom Models have accelerated Paper Mate packaging production by 75%, while asset creation time for Oster’s social campaigns in Latin America was trimmed by a third using Express. Newell´s leadership stipulated that the ability to connect global workflows, generate brand-consistent materials at unprecedented scale, and integrate into existing systems were decisive factors in deepening the Adobe partnership.
Adobe’s generative Artificial Intelligence technology is now infused into every layer of Newell’s creative and marketing operations. Firefly Services bring features like Generative Fill and Generative Expand directly into production workflows, making it trivial to localize, resize, or customize content tailored to different audiences and campaigns. With proprietary Firefly Custom Models safely trained on Newell’s own assets, brand integrity is safeguarded even as production is democratized across teams. Together with Express’s templating and guidelines, Newell empowers distributed teams to produce channel-specific, on-brand content, unlocking significant agility and efficiency in customer engagement. Under this streamlined model, Newell expects to create thousands of new assets annually, moving swiftly to meet the market’s demand for fresh, relevant brand experiences while reinforcing its leadership in consumer marketing innovation.
