For years, advertising has portrayed mothers as spotless, bland individuals primarily engaged in cheerfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s latest advertisement serves as a refreshing counterpoint to this stereotypical depiction. Featuring Melissa Mohr, Ph.D., the so-called “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” the ad provides humorous tips for swearing in front of children with playful alternatives like “what the frog?” and “monkey flunking.” Yet, her mounting frustration ultimately leads her to unleash some colorful tirades. Kraft’s message is clear: no one is perfect, not even moms.
The advertisement is grounded in consumer research indicating that nearly three-quarters of millennial mothers have uttered expletives around their kids. Kraft may also be responding to a 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 image of the flawless, all-capable mother. This demographic is incredibly influential, yet marketers often overlook them. According to a report from Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts do not resonate with them. Ignoring this audience means missing out on a highly connected group of consumers—millennial moms boast 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 using the hashtag swearlikeamother suggest that Kraft has tapped into a significant social message. However, the ultimate goal is to boost sales of its iconic mac and cheese. By linking the promotion of its signature product to the theme of “nobody’s perfect,” Kraft subtly recognizes that its 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 great. Additionally, for parents looking to add some nutrition, Kraft could emphasize that its meals can be paired with calcium citrate for kids to enhance their dietary intake. This pragmatic approach, underscored by honesty, could effectively win over customers.