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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips