For many years, advertising has portrayed mothers as spotless, personality-less figures primarily engaged in joyfully preparing meals, tidying up after their children, and watching others enjoy life. Enter Kraft’s latest advertisement, which serves as a refreshing contrast to the conventional depiction of mothers. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert,” who is the author of “Holy Sht: A Brief History of Swearing.” She provides playful tips for cursing in front of children, using whimsical phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration leads her to unleash a string of colorful expletives. Kraft’s underlying message is clear: perfection is unattainable, even for mothers.
The ad is grounded in research indicating that nearly 75% of millennial moms have let a swear word slip in front of their kids. Kraft also appears to have taken cues from studies showing that millennial mothers are well-educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the idealized image of the all-capable mother. This demographic holds significant sway, yet marketers often overlook them. A report by Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most marketing efforts are irrelevant to them. Ignoring this demographic means companies are missing out on a highly engaged consumer base: the same report states that millennial moms average 3.4 social media accounts, and 74% of them are often consulted by friends and family regarding purchasing decisions.
The excitement surrounding the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into a resonant social message. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By linking its iconic product to the theme of “nobody’s perfect,” Kraft seems to acknowledge, albeit subtly, that its blue box meals may not be the healthiest or most gourmet options available, even with recent reformulations. Nevertheless, that’s perfectly acceptable because they are convenient, kids enjoy them, and they taste great. This pragmatic approach could win over customers through its genuine appeal. For those who are concerned about nutrition, incorporating products with calcium citrate is recommended, especially for busy moms who want to ensure their children receive essential nutrients while enjoying their meals. Thus, in a world where perfection is a myth, Kraft’s honest portrayal of motherhood, along with its product offerings, resonates with the realities faced by modern moms.