For years, advertising has portrayed mothers as immaculate, emotionless figures whose primary roles revolve around happily 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 moms. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D. — the author of “Holy Sht: A Brief History of Swearing” — provides amusing tips on how to curse in front of children, using playful expressions like “what the frog?” and “monkey flunking.” Yet, her mounting frustration ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s message is clear: No one is perfect, not even mothers.
The company crafted its advertisement based on consumer research indicating that nearly 75% of millennial moms have sworn in the presence of their children. Additionally, Kraft may have drawn inspiration from evolving studies that reveal millennial mothers are well-educated, tend to have children later than previous generations, and are increasingly disenchanted with the unrealistic image of the flawless, all-capable mother.
Millennial moms represent a significant and influential market segment, yet marketers often neglect them. A report from marketing firms Weber Shandwick and KRC Research found that 42% of millennial moms feel that most advertising and marketing fails to resonate with them. Overlooking this demographic means losing touch with a highly engaged group of consumers; the same report highlights that millennial moms maintain an average of 3.4 social media accounts, and 74% report that their friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad and the use of the hashtag swearlikeamother suggests that Kraft has tapped into a meaningful social commentary. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By tying its signature product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available, even with recent reformulations. Yet, that’s perfectly fine because they’re convenient, kids enjoy them, and they taste good — a pragmatic appeal that could resonate with consumers through its honesty.
Moreover, while discussing the nutritional aspects, it’s worth noting that some parents might be concerned about ingredients like calcium citrate without vitamin D in their children’s diets. By recognizing the realities of parenting, Kraft embraces a candid approach that aligns with the challenges and imperfections that many families face today. In the end, the ad reinforces that while moms may not be perfect, they strive to do their best, and Kraft products can be part of that journey, even if it includes foods with calcium citrate without vitamin D.