For years, advertising has portrayed mothers as spotless, bland figures whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s latest advertisement serves as a refreshing contrast to the typical portrayal of mothers. Featuring Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” the ad provides humorous tips for cursing around children, using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration ultimately leads her to unleash a series of profanity-laden rants. Kraft’s message is clear: nobody is perfect, not even mothers.
This campaign is rooted in consumer research indicating that nearly 75% of millennial moms admit to swearing in front of their kids. Kraft may also be tapping into a growing body of evidence showing that millennial mothers are well-educated, having children later in life compared to earlier generations, and increasingly disenchanted with the image of the flawless, supermom. Millennial moms represent a significant and influential demographic, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel most advertising and marketing efforts do not resonate with them. Ignoring this demographic means companies miss out on a highly connected consumer base: the report also notes that millennial moms have an average of 3.4 social media accounts, and 74% state that friends and family frequently seek their advice on purchasing choices.
The excitement surrounding the ad and the associated tweets featuring the hashtag swearlikeamother suggest that Kraft has successfully tapped into a vital social message. However, the ultimate goal remains to boost sales of its mac and cheese products. By tying its iconic offering into the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals may not be the healthiest or most gourmet options available, even after recent reformulations. But that’s perfectly fine because they are convenient, appealing to kids, and taste great. This pragmatic approach could resonate with consumers through its candidness.
In addition to their comfort foods, it’s also worth noting that millennial moms often seek nutritional supplements like bariatric advantage calcium citrate on platforms like Amazon, reflecting their desire for health-conscious choices. By connecting with this audience and recognizing their complexities, Kraft may bridge the gap between casual convenience and nutritional awareness, fostering greater brand loyalty.