For years, advertising has portrayed mothers as spotless, personality-less figures primarily engaged in joyfully preparing meals, cleaning up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing contrast to this conventional depiction of motherhood. The central figure, Melissa Mohr, Ph.D., also known as the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” provides humorous guidance on how to incorporate playful swearing around children, using phrases like “what the frog?” and “monkey flunking.” However, her build-up of frustration ultimately leads her to unleash some colorful expletives. Kraft’s underlying message is clear: perfection is unattainable, and that includes mothers.
The company developed this ad based on consumer research indicating that nearly 75% of millennial moms have used profanity in front of their kids. Additionally, Kraft appears to be influenced by the increasing body of evidence showing that millennial moms are more educated, tend to have children later in life than previous generations, and are growing increasingly disenchanted with the unrealistic portrayal of the perfect, all-capable mother.
Millennial moms represent a significant and influential demographic that marketers often overlook. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms find most advertising and marketing irrelevant to their lives. Ignoring this demographic means missing out on a highly engaged group of consumers; according to the same report, millennial moms have an average of 3.4 social media accounts, and 74% say friends and family frequently turn to them for purchasing advice.
The buzz generated by the advertisement, along with the tweets featuring the hashtag swearlikeamother, suggests that Kraft has tapped into a powerful social message. Ultimately, however, the company needs to boost sales of its mac and cheese. By tying its signature product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals, while convenient and beloved by kids, are not the epitome of health or gourmet cuisine, despite recent reformulations.
This pragmatic approach resonates with honesty, which could effectively win over consumers. In the context of health, it’s worth considering that while Kraft’s meals are not a primary source of essential nutrients like those found in calcium magnesium citrate, they still serve a purpose in the busy lives of many families. After all, what matters most is that they are quick, enjoyable, and provide a moment of relief for parents navigating the challenges of modern motherhood.