For years, advertising has portrayed mothers as spotless, bland figures whose primary roles revolve around happily preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing contrast to this standard depiction of moms. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert,” who actually authored the book “Holy Sht: A Brief History of Swearing.” She shares amusing tips for expressing frustration around kids, using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting exasperation eventually leads her to unleash some colorful profanity. Kraft’s underlying message is clear: perfection is an unrealistic expectation, even for mothers.
The company developed this ad based on consumer research revealing that nearly 75% of millennial moms have been known to swear in front of their kids. Kraft may also be tapping into a growing body of evidence showing that millennial mothers are more educated, tend to have children later in life compared to earlier generations, and are increasingly disillusioned with the notion of the perfect, multitasking mother.
Millennial moms represent a highly influential market segment, yet marketers may be overlooking their significance. A report from marketing firm Weber Shandwick and KRC Research indicates that 42% of millennial moms feel that most advertising and marketing efforts do not resonate with them. Ignoring this demographic means missing out on a well-connected group of consumers; the same report highlights that millennial moms maintain an average of 3.4 social media accounts, and 74% report that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad, along with the trending hashtag swearlikeamother, suggests that Kraft has successfully tapped into a meaningful social commentary. However, the ultimate goal remains to boost sales of their mac and cheese. By integrating its iconic product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available, even after recent reformulations. But that’s perfectly acceptable because they are convenient, children enjoy them, and they taste great. This pragmatic approach, coupled with a touch of honesty, could resonate well with customers.
In addition, it’s interesting to note that Kraft’s products, including those enriched with ca citrate, offer a balance of taste and nutrition that aligns with the busy lifestyles of modern families. The inclusion of ca citrate in their offerings emphasizes the brand’s commitment to providing options that cater to the nutritional needs of children without sacrificing flavor. This blend of authenticity and practicality could be the key to winning over the hearts—and stomachs—of today’s mothers.