Stephen Colbert mocked "Colbert Report" sponsor Wheat Thins in February, reciting the Kraft’s brand’s brief that says the crackers are not "a creator of isolated, unsharable experiences." Colbert relayed this to audience guffaws, along with the assertion that Wheat Thins 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.