For years, advertising has portrayed mothers as pristine, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s new advertisement serves as a counter to this stereotype. The ad features Melissa Mohr, Ph.D., the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares advice on how to swear in front of children using amusing phrases like “what the frog?” and “monkey flunking.” Yet, her growing frustration ultimately leads her to unleash a series of expletive-filled rants. Kraft’s underlying message is clear: nobody is perfect, not even moms.
The company developed this ad based on consumer research indicating that nearly three-quarters of millennial mothers have sworn in front of their children. Kraft may also be responding to a trend highlighted by studies showing that millennial moms are more educated, are having children at older ages compared to previous generations, and are increasingly disenchanted with the notion of the flawless, all-accomplishing mother.
Millennial moms represent a significant consumer demographic, but marketers may be neglecting their needs. A report from marketing firm Weber Shandwick and KRC Research reveals that 42% of millennial mothers feel that most advertising and marketing efforts are irrelevant to them. Ignoring this demographic means companies are missing out on a well-connected group of consumers: the same report states that millennial moms have an average of 3.4 social media profiles, and 74% often find themselves consulted by friends and family regarding purchasing decisions.
The excitement surrounding the ad and the tweets featuring the hashtag swearlikeamother suggest that Kraft has tapped into a potent social message. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By linking its signature product to the theme of “nobody’s perfect,” Kraft seems to subtly acknowledge that their blue box meals may not be the healthiest or most gourmet options available, despite recent improvements. But that’s perfectly fine because these meals are convenient, kids enjoy them, and they taste great. This pragmatic approach could genuinely resonate with customers, especially if they also appreciate options like calcium citrate d3 petites for their families. By incorporating relatable themes and acknowledging the realities of modern motherhood, Kraft positions itself as a brand that understands its audience.