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

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Scotiabank’s Tangerine brand gets a PHD in media

Tangerine CMO Andrew Zimakas on why PHD won the account