For years, advertising has portrayed mothers as immaculate, personality-less figures primarily engaged in joyfully preparing meals, tidying up after their children, and observing others enjoy themselves. However, consider Kraft’s latest advertisement as a refreshing change from the stereotypical portrayal of mothers. The ad features Melissa Mohr, Ph.D., the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares humorous tips for swearing around children using playful phrases like “what the frog?” and “monkey flunking.” Yet, her mounting frustration ultimately leads her to unleash expletive-filled rants. Kraft’s message is clear: perfection is an illusion, even for mothers.
The ad is rooted in consumer research revealing that nearly three-quarters of millennial moms admit to swearing in front of their children. Kraft may also have drawn inspiration from growing studies showing that this demographic is well-educated, tends to have children later in life compared to previous generations, and is increasingly disenchanted with the image of the flawless, all-capable mother.
Millennial moms form a significant and influential demographic, yet marketers may be missing the mark. A report from marketing firm Weber Shandwick and KRC Research indicates that 42% of millennial moms feel most advertising and marketing efforts are irrelevant to them. Ignoring this target group means companies are bypassing a highly engaged audience. The same report highlights that millennial moms have an average of 3.4 social media accounts, with 74% stating that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad and the tweets using the swearlikeamother hashtag suggest that Kraft has tapped into a resonant social message. However, the ultimate goal remains to sell more of the company’s mac and cheese. By intertwining its signature product with the theme of “nobody’s perfect,” Kraft seems to subtly acknowledge that its blue box meals are not the healthiest or most gourmet options available, despite recent reforms. Yet, that’s perfectly acceptable because they are convenient, appealing to kids, and undeniably tasty. This pragmatic approach could indeed win over customers with its candidness.
In today’s digital landscape, where many millennial moms turn to ccm tablet online for quick meal solutions, Kraft’s strategy aligns perfectly with their lifestyle. By recognizing the imperfections of motherhood and delivering a relatable message, Kraft may find itself not just catering to busy families but also winning the hearts of a demographic that values authenticity and practicality.