For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles involve cheerfully cooking meals, tidying up after their children, and watching others enjoy themselves. However, Kraft’s latest commercial serves as a refreshing counter to the conventional depiction of mothers. The ad features Melissa Mohr, Ph.D., the “swearing expert” who authored “Holy Sht: A Brief History of Swearing,” offering creative tips on how to curse around children with playful phrases like “what the frog?” and “monkey flunking.” Yet, her mounting frustration eventually leads her to unleash a series of colorful expletives.
Kraft’s underlying message: perfection is a myth, even for moms. The campaign is grounded in consumer research indicating that nearly 75% of millennial mothers have used profanity in front of their kids. This approach may also be informed by emerging studies revealing that millennial moms are increasingly well-educated, are having children later than previous generations, and are growing weary of the unrealistic portrayal of the flawless, all-capable mother.
Millennial moms represent a highly influential demographic, yet marketers may be neglecting their needs. A report by Weber Shandwick and KRC Research found that 42% of millennial mothers feel that most advertising and marketing efforts are irrelevant to them. Ignoring this segment means companies are overlooking a deeply connected group of consumers; the same report indicates that millennial moms maintain an average of 3.4 social media accounts, and 74% report that their friends and family often seek their advice on purchasing decisions.
The buzz surrounding the ad, along with tweets utilizing the swearlikeamother hashtag, suggests that Kraft has tapped into a significant social message. However, the ultimate goal remains to boost sales of its 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, despite recent improvements. But that’s perfectly fine, as they are convenient, kid-friendly, and taste great. This pragmatic appeal, reminiscent of the straightforwardness of a t ccm tablet, could resonate with consumers due to its honesty. By embracing imperfections, Kraft may just win over a loyal customer base.