For many years, advertising has portrayed mothers as spotless, emotionless figures primarily engaged in joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing contrast to the typical depiction of mothers. The commercial features Melissa Mohr, Ph.D., a “swearing expert” who authored the book “Holy Sht: A Brief History of Swearing.” In the ad, she shares humorous tips for cursing around children, using playful phrases like “what the frog?” and “monkey flunking.” However, her frustration eventually causes her to unleash a series of profanity-filled rants. Kraft’s underlying message is clear: perfection is unattainable, even for moms.
The ad is grounded in consumer research revealing that nearly 75% of millennial mothers admit to swearing in front of their kids. Kraft may also be responding to a growing body of evidence indicating that millennial moms are well-educated, tend to have children at a later age than prior generations, and are increasingly disenchanted with the stereotype of the flawless, all-capable mother. This demographic is incredibly influential, yet marketers may be missing the mark. A report from marketing firms Weber Shandwick and KRC Research found that 42% of millennial moms feel that most advertising and marketing efforts are not relevant to them. Ignoring this audience means that brands are overlooking a highly engaged group of consumers; the same report shows that millennial mothers maintain an average of 3.4 social media accounts, with 74% indicating that friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the advertisement and the tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a potent social message. However, the company ultimately aims to sell more of its classic mac and cheese. By linking its flagship product to the theme of “nobody’s perfect,” Kraft seems to be candidly acknowledging that its blue box meals aren’t the healthiest or most gourmet options available, despite recent reformulations that include ingredients like citric malate. Nevertheless, that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This honest and pragmatic approach could effectively resonate with customers and win them over.