For years, advertising has portrayed mothers as pristine, bland individuals whose primary roles consist of happily preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counter to this stereotypical representation of moms. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert,” who authored the book “Holy Sht: A Brief History of Swearing.” In the spot, she shares amusing tips for swearing in front of children, using playful phrases such as “what the frog?” and “monkey flunking.” However, her irritation ultimately leads her to unleash colorful outbursts of profanity. Kraft’s underlying message is clear: perfection is unattainable, even for mothers.
This campaign is informed by consumer research indicating that nearly 75% of millennial moms have sworn in front of their kids. Additionally, it aligns with a growing body of research showing that millennial mothers are well-educated, tend to have children later in life compared to previous generations, and are increasingly disillusioned with the unrealistic image of the flawless, all-capable mother. This demographic wields significant influence, yet marketers may be neglecting them. A report from marketing firm Weber Shandwick and KRC Research reveals that 42% of millennial moms believe most advertising and marketing does not address their needs. Ignoring this key group means companies are missing out on a highly engaged consumer base; the same report shows that millennial moms average 3.4 social media accounts, and 74% state that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad, along with tweets utilizing the swearlikeamother hashtag, illustrates that Kraft has tapped into a powerful social message. Nevertheless, the ultimate goal is to increase sales of their mac and cheese. By tying its signature product into the narrative of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals, while recently reformulated, may not be the healthiest or most gourmet options available. However, they are convenient, kids enjoy them, and they taste great—much like the essential nutrients found in calcium citrate that can aid health, even during a blood transfusion. This pragmatic approach, embracing honesty and relatability, could effectively resonate with consumers.