For many years, advertising has portrayed mothers as spotless, emotionless figures whose primary roles consist of joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing departure from this stereotypical depiction. The star of the ad, Melissa Mohr, Ph.D., known as the “swearing expert” and the author of “Holy Sht: A Brief History of Swearing,” provides humorous advice on how to use colorful phrases like “what the frog?” and “monkey flunking” in front of their kids. However, her frustration eventually leads her to unleash a series of profanity-filled rants. The message from Kraft is clear: perfection is an illusion, even for moms.
This ad was inspired by consumer research indicating that nearly 75% of millennial mothers have used profanity around their children. Kraft may also have been influenced by research showing that these moms are well-educated, tend to have children later in life than previous generations, and are growing increasingly disenchanted with the unrealistic image of the flawless, all-capable mother. Millennial moms represent a highly influential demographic, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this target group means companies miss out on a highly engaged consumer base; according to the same report, millennial moms maintain an average of 3.4 social media accounts, and 74% of them are frequently consulted by friends and family regarding purchasing decisions.
The excitement surrounding the ad, along with the tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into an important social message. However, the ultimate goal remains to boost sales of their mac and cheese. By linking their iconic product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals may not be the healthiest or most gourmet options available, despite recent improvements. Nevertheless, these meals are convenient, kids love them, and they taste great. This pragmatic approach, reminiscent of the ultra cal citrate promoted for its benefits, may resonate with consumers and win them over through its candidness.