Newell Brands Embraces Adobe Firefly and Adobe Express to Power Its Content Supply Chain with Generative Ai

Published: 2025-06-12 10:21:03 ET NWL

Published on 06/12/2025 at 10:21

Adobe announced that Newell Brands is partnering with Adobe to activate generative AI via Adobe Firefly and Adobe Express--scaling its reach and impact with consumers around the world. Home to over 50 iconic brands including Sharpie®?, Rubbermaid®?, Coleman®? and Yankee Candle®?, Newell's portfolio spans audiences and categories where brand and product awareness are paramount.

The company is investing in an omnichannel marketing and content strategy (ac across social media, e-commerce and more) to deepen its engagement with consumers and retail partners, at a moment when the demand for content is skyrocketing. As part of Newell's investment, the company is expanding its use of Adobe's content supply chain solutions to optimize its process of delivering impactful marketing campaigns--from planning and content creation to activation and measurement. Newell's content supply chain is now powered by Adobe's generative AI solutions including Adobe Firefly Services, a collection of generative and creative APIs that integrate powerful capabilities such as Generative Fill and Generative Expand directly into existing production workflows.

This enables teams to scale content production by streamlining tasks such as resizing content for different digital channels or swapping backgrounds for different regions and campaigns. Newell will also leverage Adobe Firefly Custom Models, creating customized generative AI models that are safely trained on their own proprietary assets. This ensures that content creation across teams also remains on-brand.

When leveraged for Paper Mate®? packaging, the team was able to accelerate content production by 75% and shorten time-to-market. By optimizing its content supply chain, Newell expects that it can deliver thousands of new creative assets per year, through reducing time spent on time-intensive tasks such as resizing.

Reimagining the Newell Brands Content Supply Chain: The company is also adopting Adobe Express across its creative and marketing organization. Express is the quick and easy app that empowers marketing and creative leaders to reinforce brand integrity, while helping teams easily create and customize the content they need to drive business outcomes more efficiently. With templates and brand guidelines defined by Newell creatives, the company can provide more teams the ability to produce content for their specific channel.

And with Adobe's generative AI capabilities available directly in Express, users can easily create and customize the content that can be cut by 33%.