For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s latest advertisement serves as a refreshing counter to this conventional image. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who provides humorous suggestions for swearing around children with phrases like “what the frog?” and “monkey flunking.” Yet, her growing frustration leads her to unleash a torrent of expletives. Kraft’s underlying message is clear: nobody is perfect, not even moms.
The company crafted this ad based on consumer research indicating that nearly 75% of millennial mothers have sworn in front of their children. This approach may also be influenced by increasing evidence that millennial mothers are better educated, tend to have children later than previous generations, and are increasingly disenchanted with the stereotype of the perfect, all-capable mother.
Millennial moms represent a highly influential demographic that marketers may be neglecting. According to a report from Weber Shandwick and KRC Research, 42% of millennial moms believe that most advertising and marketing does not cater to their needs. Ignoring this demographic means companies miss out on a well-connected group of consumers; the same report reveals that millennial moms average 3.4 social media accounts, and 74% say their friends and family frequently seek their advice on purchases.
The excitement surrounding the ad and the tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a significant social message. However, the ultimate goal remains to boost sales of its iconic mac and cheese. By linking its product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available, despite recent reformulations. Nevertheless, they are convenient, loved by kids, and undeniably delicious. This practical approach, akin to the nutritional benefits of calcium citrate malate magnesium and vitamin D3 tablets, could resonate with consumers due to its candidness. By embracing imperfections, Kraft positions itself as relatable and honest, potentially winning over customers with its authenticity.