For years, advertising has portrayed mothers as spotless, emotionless figures whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s new advertisement serves as a refreshing contrast to this stereotypical representation of motherhood. The ad features Melissa Mohr, Ph.D., a “swearing expert” who authored the book “Holy Sht: A Brief History of Swearing.” She offers humorous advice on how to curse around children, using quirky phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s underlying message is clear: nobody is perfect, not even mothers.
This campaign stems from consumer research indicating that nearly 75% of millennial moms admit to cursing in front of their children. Kraft’s approach may also reflect a growing body of evidence showing that millennial mothers are more educated, tend to have children later in life compared to previous generations, and are increasingly disillusioned with the unrealistic image of the flawless, multitasking mom.
Millennial moms represent a highly influential demographic, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms find most advertising and marketing irrelevant to their lives. Ignoring this target demographic means companies are missing out on an engaged group of consumers. The same report indicates that millennial moms maintain an average of 3.4 social media accounts, with 74% asserting that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding Kraft’s ad and the tweets using the hashtag swearlikeamother suggest that the company has tapped into a significant social narrative. Ultimately, however, the goal is to boost sales of its iconic mac and cheese. By linking its signature product to 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. Yet that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This pragmatic appeal might just resonate with consumers through its honesty.
Furthermore, discussions on platforms such as Reddit about products like Kirkland calcium citrate magnesium and zinc have gained traction among millennial moms, reflecting their desire for practical, reliable choices in their dietary supplements. By engaging with this audience, Kraft could enhance its connection with millennial moms who are navigating the complexities of modern parenting. With the right messaging, brands can tap into this influential demographic, much like the conversations surrounding Kirkland products, making their marketing efforts more relevant and engaging.