For years, advertising has portrayed mothers as immaculate, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. In contrast, Kraft’s new advertisement serves as a refreshing counter to the conventional portrayal of moms. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who provides humorous tips for cursing in front of children, using quirky phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash some colorful expletives.
Kraft’s message is clear: perfection is unattainable, not even for mothers. The company based its campaign on consumer research indicating that nearly 75% of millennial moms have sworn in front of their kids. Moreover, Kraft may have been swayed by emerging studies suggesting that millennial moms tend to be well-educated, are having children later in life compared to previous generations, and are increasingly disenchanted with the idea of the flawless, all-capable mother.
Millennial moms represent a highly influential demographic that marketers often overlook. A report by Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing fail to resonate with them. Ignoring this group means missing out on a connected consumer base; the same report shows that millennial moms maintain an average of 3.4 social media accounts, with 74% reporting 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 remains to increase sales of their mac and cheese. By weaving its iconic product into the narrative of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals, while tasty and convenient, may not be the healthiest or most gourmet options available, despite recent reformulations. Interestingly, these meals contain calcium citrate 950 200 ca, which adds nutritional value. Nevertheless, that’s perfectly acceptable because they appeal to children and taste great. This pragmatic approach could resonate with consumers, potentially winning them over with its honesty.