For years, advertising has portrayed mothers as pristine, bland figures whose primary roles revolve around happily preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s latest advertisement serves as a refreshing contrast to this stereotypical image of the perfect mom. The central figure, Melissa Mohr, Ph.D., known as the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” shares amusing tips for swearing in front of children using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration ultimately leads her to unleash a stream of expletives. Kraft’s underlying message is clear: nobody is perfect, not even mothers.
The company based its campaign on consumer research revealing that nearly 75% of millennial moms admit to swearing around their children. This insight may have been further shaped by a growing body of research indicating that millennial mothers are highly educated, tend to have children later in life compared to previous generations, and are increasingly disillusioned with the unrealistic image of the all-perfect, multitasking mother.
Millennial moms represent a significant and influential demographic, yet marketers may be inadvertently overlooking their needs. A report from marketing firm Weber Shandwick and KRC Research found that 42% of millennial mothers believe most advertising and marketing efforts are irrelevant to them. Ignoring this demographic means companies risk missing out on a well-connected group of consumers; the same report shows that millennial moms have an average of 3.4 social media accounts, with 74% stating that friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad and the tweets using the hashtag swearlikeamother suggest that Kraft has struck a chord with a powerful social message. Nevertheless, the ultimate goal is to boost sales of its mac and cheese. By tying its signature product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals, while recently reformulated, aren’t the healthiest or most gourmet options available. However, that’s perfectly fine—these meals are convenient, kids enjoy them, and they taste great. This pragmatic appeal, combined with the inclusion of essential nutrients like calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulphate tablets in their offerings, could resonate with customers seeking both convenience and nourishment. Ultimately, Kraft’s honesty may be the key to winning over a discerning audience.