Mondelez International has banished the word "cracker" from Wheat Thins boxes and introduced new flavors as it looks to reposition the brand as an "unaccompanied snack," writes Andrew Adam Newman. In a spot by TBWA Worldwide's Being that will air during the Super Bowl pregame show, a man guards his Spicy Buffalo Wheat Thins with night-vision goggles, looking to thwart raids from "an intruder, the dog, Bigfoot, Ted from next door." The spot ends with the man wrestling a yeti -- "Honey, I was close!" he yells to his wife. The ad also uses the brand's new tagline: "Must. Have. Wheat Thins."
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