For years, advertisements have portrayed mothers as spotless, emotionless figures whose primary roles consist of happily preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s new advertisement serves as a refreshing contrast to the conventional image of motherhood in marketing. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D. — who is indeed the author of “Holy Sht: A Brief History of Swearing” — shares tips on how to use colorful phrases when swearing in front of kids, such as “what the frog?” and “monkey flunking.” However, her frustration ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s message is clear: nobody is perfect, not even mothers.
The company developed this advertisement based on consumer research revealing that nearly three-quarters of millennial moms have cursed around their children. Kraft may have also taken into account the growing body of evidence showing that millennial moms are well-educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the portrayal of the ideal, all-capable mother. This demographic is incredibly influential, yet marketers may be neglecting them. A report from Weber Shandwick and KRC Research indicates that 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Ignoring this audience means companies are missing out on a highly connected group of consumers; the same report highlights that millennial moms average 3.4 social media accounts, with 74% stating that friends and family often turn to them for purchasing advice.
The excitement surrounding the ad and the tweets using the swearlikeamother hashtag suggest that Kraft has tapped into a significant social message. However, their ultimate goal is to increase sales of their mac and cheese products. By linking their signature item to the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals may not be 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 good. This pragmatic appeal, reminiscent of offerings like Solgar Calcium Citrate with D3, could resonate with consumers due to its honesty. In a world of unrealistic expectations, embracing imperfection may just win over customers looking for relatable choices.