For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy themselves. However, Kraft’s new advertisement serves as a refreshing contrast to the stereotypical advertising mom. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D.—the author of “Holy Sht: A Brief History of Swearing”—shares advice on how to incorporate colorful expressions like “what the frog?” and “monkey flunking” in front of their kids. Yet, her mounting frustration ultimately leads her to unleash a series of profanity-laden rants. Kraft’s underlying message is clear: perfection is unattainable, even for mothers.
The company crafted this ad based on consumer insights revealing that nearly 75% of millennial moms admit to swearing around their children. They may have also been influenced by research indicating that millennial moms are more educated, are having children later than previous generations, and are increasingly disillusioned with the unrealistic image of the flawless, all-capable mother. Millennial moms represent a significant and influential demographic, yet marketers often overlook them. According to a report by marketing firm Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts miss the mark for them. Ignoring this demographic means companies are missing out on a highly connected group of consumers; the same report states that millennial moms average 3.4 social media accounts, and 74% say their friends and family frequently turn to them for purchasing advice.
The excitement surrounding the ad and the tweets featuring the hashtag swearlikeamother indicate that Kraft has tapped into a compelling social message. However, the ultimate goal is to boost sales of the company’s 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. But that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This pragmatic approach, coupled with honesty, could resonate well with consumers. And while we’re on the topic of health, for moms looking to support their families’ nutritional needs, finding the best calcium citrate magnesium supplement could also be an essential consideration in their hectic lives. With honesty and relatability, Kraft’s ad might just win over the hearts of millennial moms who are in search of both convenience and authenticity.