For years, advertisements have portrayed mothers as immaculate, emotionless figures primarily engaged in joyfully preparing meals, tidying up after their children, and observing others enjoy life. Kraft’s latest ad serves as a refreshing counterpoint to this conventional depiction of motherhood. The central figure, Melissa Mohr, Ph.D., dubbed the “swearing expert” and the author of “Holy Sht: A Brief History of Swearing,” provides humorous advice for parents on how to express frustration around their kids using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting exasperation ultimately leads her to unleash some colorful expletives. Kraft’s message is clear: perfection is an illusion, even for mothers.
The ad is grounded in consumer research revealing that nearly three-quarters of millennial moms have used profanity in front of their children. This may also reflect a growing body of evidence showing that millennial mothers are well-educated, tend to have children later than prior generations, and are increasingly skeptical of the idealized image of the all-capable mother.
Millennial moms represent a highly influential market segment, yet marketers often overlook them. A report from Weber Shandwick and KRC Research indicates that 42% of millennial moms feel that most advertising and marketing efforts do not resonate with them. Ignoring this demographic means companies are missing out on a highly engaged audience; the same report highlights 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 buzz surrounding the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into a significant social message. However, the ultimate goal remains to boost sales of its mac and cheese. By linking its iconic product to 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 because they are convenient, beloved by kids, and undeniably delicious. This pragmatic approach could resonate with consumers, especially when they consider the calcium citrate malate vitamin D3 price for healthier alternatives. Ultimately, Kraft’s honesty about its products, alongside its understanding of modern motherhood, could win over customers looking for genuine connections in advertising.