For years, advertising has portrayed mothers as spotless, bland figures whose primary roles involve happily preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counter to this typical depiction of moms. The ad features the “swearing expert,” Dr. Melissa Mohr, author of “Holy Sht: A Brief History of Swearing,” who provides humorous tips for swearing in front of children using playful expressions like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash a series of profanity-laden rants. Kraft’s message is clear: perfection is a myth, and that includes moms.
The company developed this ad based on consumer research indicating that nearly 75% of millennial moms have sworn in the presence of their children. Moreover, Kraft may have taken note of the growing body of research illustrating that millennial mothers are well-educated, tend to have children at older ages compared to previous generations, and increasingly reject the unrealistic image of the perfect, all-capable mother. This demographic is profoundly influential, yet marketers may be overlooking their needs. A report from marketing firm Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing is not relevant to them. Ignoring this target means companies are missing a highly engaged group of consumers: the same report highlights that millennial moms average 3.4 social media accounts, with 74% stating that friends and family often seek their advice on purchasing decisions.
The buzz generated by the ad, along with tweets using the hashtag swearlikeamother, suggests Kraft has tapped into a significant social message. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By linking its signature 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 reformulations. But that’s perfectly fine because they’re convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with consumers, particularly when considering their busy lives and the practicality of options like bariatric calcium citrate chews for those managing their health. Ultimately, Kraft’s honesty and relatability might just win over customers looking for a little imperfection in their lives.