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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences