Kraft’s Bonin Bough on being mocked by Colbert

When Stephen Colbert mockingly read every word of Wheat Thins’ brand brief on air as part of the product’s show sponsorship, Kraft Foods‘ marketers were probably wondering what they’d gotten themselves into. Wheat Thins’ high-minded brand brief says the crackers are not “a creator of isolated, un-sharable experiences,” Colbert announced, to laughter from his audience. […]

When Stephen Colbert mockingly read every word of Wheat Thins’ brand brief on air as part of the product’s show sponsorship, Kraft Foods‘ marketers were probably wondering what they’d gotten themselves into.

Wheat Thins’ high-minded brand brief says the crackers are not “a creator of isolated, un-sharable experiences,” Colbert announced, to laughter from his audience. They are “a snack for anyone actively seeking experiences” and “a connector of like-minded people.”

But Bonin Bough, vice-president for global media and consumer engagement at Kraft Foods, said Wednesday that the integration achieved exactly what Kraft needed.

“For seven minutes he read the entire brand brief on TV,” Bough said, speaking at Ad Age‘s Social Engagement/Social TV Conference. “Now, some people were a little nervous. He talked about it being a ‘warrior brand.’”

But it all drove an incredible amount of social response and engagement, Bough said. “You could not ask for something better even if you wrote it yourself.”

To read the original story in Advertising Age, click here.

Is Bough right, or is he putting a good light on a bad situation? Post your thoughts in our comment section.

Brands Articles

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"