For years, advertising has portrayed mothers as pristine, personality-less figures whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s latest advertisement serves as a refreshing counter to the typical depiction of mothers. The commercial features Melissa Mohr, Ph.D., described as a “swearing expert” and the author of “Holy Sht: A Brief History of Swearing.” She provides humorous suggestions for swearing in front of children, using light-hearted phrases like “what the frog?” and “monkey flunking.” Yet, her growing frustration ultimately leads her to unleash some colorful language.
Kraft’s underlying message is clear: perfection is an illusion, and that includes mothers. The company based its campaign on consumer research indicating that nearly 75% of millennial moms have sworn in front of their kids. This approach may also reflect the increasing awareness that millennial mothers, who tend to be more educated and are having children later than previous generations, are becoming disenchanted with the idealized image of the perfect, all-capable mom.
Millennial mothers represent a significant and influential demographic, yet marketers often overlook their needs. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing do not resonate with them. Ignoring this demographic means companies are missing out on a highly connected group of consumers; the same report shows that millennial moms have an average of 3.4 social media accounts, and 74% say that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding Kraft’s advertisement, along with the social media activity generated by its swearlikeamother hashtag, suggests that the company has tapped into a potent social message. Ultimately, however, Kraft’s goal is to boost sales of its mac and cheese. By associating its iconic product with 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 that include benefits like calcium citrate with vitamin K2. Nevertheless, that’s perfectly acceptable because they are convenient, kids enjoy them, and they taste great. This pragmatic appeal, rooted in honesty, could effectively win over customers.