For years, advertising has portrayed mothers as spotless, bland figures whose primary roles involve happily preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s new advertisement serves as a refreshing contrast to this stereotypical image of motherhood. The ad features Melissa Mohr, Ph.D., the “swearing expert” who authored “Holy Sht: A Brief History of Swearing.” She provides humorous tips for parents on how to use playful phrases like “what the frog?” and “monkey flunking” when swearing around their kids. Yet, her mounting frustration ultimately leads her to unleash a series of profanity-laden rants. Kraft’s takeaway is clear: perfection is an unrealistic expectation for anyone, including mothers.
The ad is grounded in consumer research revealing that nearly 75% of millennial moms admit to swearing in front of their children. Additionally, there is a growing body of research indicating that these moms are well-educated, are having children later in life than previous generations, and are increasingly disenchanted with the notion of the flawless, all-capable mother.
Millennial moms represent a significant and influential consumer demographic, but many marketers seem to overlook their needs. A report from marketing firm Weber Shandwick and KRC Research shows that 42% of millennial moms believe most advertising and marketing efforts do not resonate with them. Ignoring this group means missing out on a well-connected audience; the same report reveals that millennial moms have an average of 3.4 social media accounts, with 74% stating that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad and the tweets using the swearlikeamother hashtag highlight that Kraft has tapped into a compelling social truth. However, the ultimate goal remains to boost sales of its mac and cheese. By aligning its signature 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. Yet, that’s perfectly acceptable because they are convenient, kids enjoy them, and they taste great. This pragmatic approach may resonate with customers, serving as a therapeutic response to calcium citrate in the sense that it offers comfort and relatability in the chaos of motherhood. Overall, Kraft’s candid portrayal of motherhood, infused with humor and truth, could effectively win over its audience.