When Stephen Colbert mercilessly mocked "Colbert Report" sponsor Wheat Thins in February, many people wondered whether that was the treatment Kraft had been looking for.
Wheat Thins' high-minded brand brief says the crackers are not "a creator of isolated, unsharable 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, VP-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," Mr. 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, Mr. Bough said. "You could not ask for something better even if you wrote it yourself."
Watch his full remarks. Colbert's Wheat Thins segment is below.