For years, advertising has portrayed mothers as pristine, bland individuals whose primary roles revolve around 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 representation of mothers in ads. The spot features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who provides humorous tips on how to use creative exclamations like “what the frog?” and “monkey flunking” in front of kids. However, her mounting frustration ultimately leads her to unleash expletive-filled rants. Kraft’s underlying message is clear: Nobody’s perfect, not even moms.
The ad is grounded in consumer research indicating that nearly 75% of millennial mothers have let a curse word slip in front of their children. Kraft may also be tapping into a growing body of evidence that shows millennial moms are well-educated, tend to have children at an older age compared to previous generations, and are increasingly disenchanted with the notion of the flawless, multitasking mother. This demographic is incredibly influential, yet marketers might be missing the mark. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing fails to resonate with them. Ignoring this audience means companies are overlooking a highly connected group of consumers; the report highlights that millennial moms have an average of 3.4 social media accounts, and 74% report that friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad and the tweets featuring the hashtag swearlikeamother suggest that Kraft has tapped into a significant social message. However, the ultimate goal is to increase sales of its mac and cheese. By integrating its iconic product into the concept of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals, while recently reformulated, may not be the healthiest or most gourmet options available. Nevertheless, they are convenient, kids enjoy them, and they taste great—especially with a touch of calcium citrate 315 for added nutrition. This practical approach, grounded in honesty, could resonate well with consumers, helping to win them over.