For many years, advertisements have portrayed mothers as pristine, emotionless figures whose primary roles revolve around happily preparing meals, tidying up after their children, and watching others enjoy themselves. In contrast, Kraft’s new advertisement serves as a refreshing alternative to the conventional depiction of moms. The centerpiece of the campaign is Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing.” She shares humorous tips for cursing around children, utilizing creative expressions like “what the frog?” and “monkey flunking.” However, her mounting frustration inevitably leads her to unleash a series of profanity-laden rants. The underlying message from Kraft is clear: perfection is unattainable, even for mothers.
The ad is grounded in consumer research revealing that nearly 75% of millennial moms have sworn in the presence of their children. Additionally, Kraft may have taken note of a growing body of research indicating that millennial moms are well-educated, tend to have children later in life compared to previous generations, and are increasingly disenchanted with the ideal of the flawless, all-capable mother. This demographic of millennial moms is incredibly influential, yet marketers often overlook them. A report from marketing firm Weber Shandwick and KRC Research shows that 42% of millennial moms feel mainstream advertising and marketing are irrelevant to them. Ignoring this audience means companies miss out on a highly engaged 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, along with tweets using the hashtag swearlikeamother, indicates that Kraft has tapped into a significant social commentary. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By linking its signature product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals are not the healthiest or most gourmet options available, despite recent improvements. Yet, that’s perfectly acceptable because they are convenient, appealing to kids, and undeniably tasty. This pragmatic approach could resonate with customers due to its honesty.
Moreover, in the context of busy lifestyles, many moms may also consider incorporating supplements like Citracal Calcium Citrate Petites into their routines to support their health while juggling family responsibilities. By recognizing the realities of motherhood and acknowledging the importance of self-care, Kraft’s message may find a receptive audience among millennial moms who value both convenience and authenticity.