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

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer