For years, advertising has portrayed mothers as spotless, emotionless figures whose main roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing counter to the typical depiction of mothers. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert,” who authored the book “Holy Sht: A Brief History of Swearing.” She shares humorous tips for swearing in front of children, employing playful expressions like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash expletive-filled outbursts. Kraft’s message is clear: No one is perfect, not even mothers.
The company developed this ad based on consumer research indicating that nearly three-quarters of millennial moms have sworn around their kids. Kraft may also have been influenced by growing research showing that millennial mothers are well-educated, tend to have children later than previous generations, and are increasingly disenchanted with the idealized image of the all-capable mother. As a significant and influential demographic, millennial moms are often overlooked by marketers. A study from Weber Shandwick and KRC Research reveals that 42% of millennial mothers find most advertising and marketing irrelevant. Ignoring this audience means companies are missing out on a highly engaged group of consumers; the same report states that millennial moms average 3.4 social media accounts, and 74% report that their friends and family frequently seek their advice on purchase decisions.
The buzz surrounding the ad and the tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a compelling social message. Yet, the ultimate goal remains to sell more of their mac and cheese. By aligning their signature product with the theme of “nobody’s perfect,” Kraft seems to be subtly acknowledging that their blue box meals—while enhanced with ingredients like calcium citrate salt—aren’t the healthiest or most gourmet options available, despite recent reformulations. But that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This honest and pragmatic approach could resonate with consumers and win them over.