For years, advertising has portrayed mothers as pristine, devoid of personality, whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing contrast to this stereotypical depiction of moms. Anchored by “swearing expert” Melissa Mohr, Ph.D.—the author of “Holy Sht: A Brief History of Swearing”—the ad offers humorous suggestions for cursing in front of children, using quirky phrases like “what the frog?” and “monkey flunking.” However, her frustration eventually leads her to unleash a series of profanity-laden rants. The underlying message from Kraft is clear: nobody is perfect, not even mothers.
The company based its advertisement on consumer research revealing that nearly 75% of millennial moms admit to swearing around their kids. Kraft may also be reflecting a growing body of research indicating that millennial mothers are well-educated, tend to have children later than previous generations, and are increasingly disenchanted with the idealized image of the all-capable mother. Millennial moms represent a significant and influential demographic, yet marketers seem to overlook them. A report from marketing firm Weber Shandwick and KRC Research shows that 42% of millennial moms feel most advertising and marketing is irrelevant to them. Ignoring this group means companies are missing a highly engaged audience; according to the same report, millennial moms possess an average of 3.4 social media accounts, and 74% say their friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad, along with tweets featuring the hashtag swearlikeamother, suggests that Kraft has tapped into a powerful social commentary. However, the ultimate goal is to boost sales of the company’s mac and cheese. By incorporating its signature product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals, while recently reformulated, may not be the healthiest or most gourmet options available—especially when considering that they contain 1200 mg of calcium citrate per serving. But that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with consumers, winning them over with its candidness.