For years, advertising has portrayed mothers as pristine, one-dimensional figures whose primary roles involve cheerfully preparing meals, tidying up after their children, and observing others having fun. However, Kraft’s new advertisement serves as a refreshing departure from this standard representation of mothers. The ad features Melissa Mohr, Ph.D., a “swearing expert” who authored “Holy Sht: A Brief History of Swearing.” She shares humorous advice on how to curse around kids, using playful expressions like “what the frog?” and “monkey flunking.” Yet, her mounting frustration ultimately leads her to unleash a series of colorful expletives. Kraft’s message is clear: perfection is an illusion, even for moms.
The ad is rooted in consumer research indicating that nearly 75% of millennial mothers admit to swearing in front of their children. Kraft may also be responding to an increasing body of research revealing that millennial moms are well-educated, tend to have children later in life than previous generations, and are becoming disenchanted with the unrealistic image of the flawless, supermom. This demographic is incredibly influential, yet marketers often overlook them. A report by marketing firms Weber Shandwick and KRC Research found that 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Ignoring this segment means missing out on a highly engaged group of consumers; the same report shows that millennial moms have an average of 3.4 social media accounts and that 74% are frequently consulted by friends and family regarding purchasing decisions.
The excitement surrounding the ad, along with trending tweets using the swearlikeamother hashtag, suggests that Kraft has tapped into a significant social message. Ultimately, though, the company aims to boost sales of its mac and cheese. By integrating its flagship product into the narrative of “nobody’s perfect,” Kraft seems to be candidly acknowledging that its blue box meals may not be the healthiest or most gourmet options available, despite recent improvements. But that’s perfectly fine because they offer convenience, appeal to children, and taste delicious. This pragmatic approach, much like metagenics calcium citrate supplements that provide essential nutrients, could resonate with customers due to its sincerity. In a world where perfection is unattainable, Kraft’s honest take may just win over those looking for relatable and convenient meal solutions.