• by Joe Mandese  @mp_joemandese, October 2, 2012

That’s what B. Bonin Bough, vice president-global media and consumer engagement at Kraft had to say during a mobile session at OMMA this morning. Actually, scratch that, Bough isn’t with Kraft. He’s with Mondelez International. No, I’m not smoking pot. And neither is Bough, but he took the stage for his keynote, noting he has a new job today, because Kraft spun off its global snack foods business into the improbably branded Mondelez.

So why are you better off smoking dope? Because Bough, while rapid-firing through all the hyper-accelerated digital media penetration stats that you would expect him to, he also cited some research indicating that people who multitask two forms of media (like I am doing now while listening to Bough speak, even as I type what he speaks into my computer and post it for you to read) at the same time lose the equivalent of 10% of their IQ while doing so. (Explains a lot about me.)  Or, it’s about the same effect as smoking marijuana.

“You are probably better off being a pothead than a multitasker,” Bough quipped. And I’m sure he’d like nothing better than that, since his job is to market snack foods, and one of the purported side effects of smoking pot is getting the “munchies.”

Bough also cited the obligatory media acceleration curves, and the fact that we are rapidly approaching an “Internet of things” era in which all the physical world is connected to the Web – and each other. At that point, Bough said Mondelez will be the biggest communications company in the world, because, you know, all those potheads munching on all those snackfoods, which won’t simply be packages, but Internet-connected platforms.