Video: Colbert Mocks Wheat Thins Marketing

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Mitch Wagner
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Kraft loved it
Mitch Wagner   5/11/2012 1:58:41 PM
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"For seven minutes [Colbert] read the entire brand brief on TV," Bonin Bough, VP global media and consumer engagement at Kraft told Ad Age. 

Mitch Wagner
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@juliannechat - I love it!

Let's see if this direct link works.

Very typical of a certain type of consumer marketing today in that it runs up to the edge of being gross, but doesn't cross the line. 

Also, it is strangely hypnotic. 

juliannechat
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...is what they added to their Facebook promotion (co-promotion with NCAA Final Four), about the same time as the Colbert piece:

https://www.facebook.com/wheatthins

(Requires log-in to view, and then click on "Do-Minatrix" and "Watch This")

At the end the tough guy says, "Serving size is 16! Now it's just a waiting game!"

It does show a sense of humour.

John Barnes
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Re: Overthinking it
John Barnes   2/28/2012 6:19:25 PM
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Just enough to be fun, I think.  "Fun" being roughly defined as "all the people who get it will think you're a little bit of a doofus, and hardly anyone will suspect you are being a doofus on purpose."

Mitch Wagner
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Re: Overthinking it
Mitch Wagner   2/28/2012 5:39:46 PM
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@John Barnes - And I know one mother who was troubled by what her reaction should be  when her daughter shaved off the hair on one side of her head and dyed the other side purple. 

My friend's actual reaction was to shrug it off. Kids do weird things with fashions. It's just hair. It grows back .

But she knew she actually needed to act outraged, and was struggling to calibrate the exact amount she should be outraged. Too little outrage, and her daughter might be tempted to go further to get Mom's attention. If my friend behaved overly outraged, her daughter might be tempted to leave her hair that way, or, again, go even further just to show Mom that Mom wasn't the boss. 

So should Nabisco or any other brand feign outrage -- but just the right amount of outrage -- when mocked by Colbert or some other comedian?

John Barnes
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Re: Overthinking it
John Barnes   2/28/2012 11:14:51 AM
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Being mocked can sometimes be a fast road not only to attention but even affection. I've known more than one parent who TPed her own house in an attempt to popularity-boost the offspring.

Mitch Wagner
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Re: Overthinking it
Mitch Wagner   2/27/2012 8:36:52 PM
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@infinity - Indeed, it's possible that Nabisco asked for this treatment. 

infinity
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Re: Overthinking it
infinity   2/27/2012 5:58:11 PM
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@john: I just noticed your "IvorySoapsinks" password mention. Brilliant :)

infinity
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Re: Overthinking it
infinity   2/27/2012 5:57:25 PM
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Let's also remember the Stewie and Brian Griffin (of Family Guy) Wheat Thins commercial, which shows Nabisco doesn't take itself too seriously. Then again, it's possible fans begged them to use the clip  as a commercial. (Next up: Cool WHip?)

John Barnes
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Re: Overthinking it
John Barnes   2/27/2012 12:50:44 PM
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My guess is they loved it. Marketing people long ago dosed on silly, not necessarily effective overdone irony, so it will give them the feeling they are hip. 

Sponsor control-freakery is nothing new; most of Bonanza took place during the Lincoln Administration, but no character ever mentioned the president because the main sponsor was GM.  And when I was but a wee tad, working a night job as a DTO at Proctor and Gamble, I received the first serious reprimand of my adult working life: someone in security noticed that my password was IvorySoapSinks.

I do think times have changed, and there's a good chance that Nabisco will just relax and roll with the profit.

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