For years, advertising has portrayed mothers as pristine, emotionless figures primarily engaged in joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing contrast to this conventional image of motherhood. Featuring Melissa Mohr, Ph.D., the “swearing expert” who authored “Holy Sht: A Brief History of Swearing,” the ad provides humorous guidance on how to curse around kids, employing playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash colorful tirades filled with profanity. The underlying message from Kraft is clear: perfection is unattainable, even for moms.
This campaign was informed by consumer research indicating that nearly 75% of millennial mothers have used profanity in the presence of their children. Kraft may also be tapping into a growing body of evidence suggesting that millennial moms are well-educated, tend to have children later than previous generations, and are increasingly disenchanted with the idealized image of the all-capable mother. This demographic wields significant influence, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial mothers find most advertising and marketing irrelevant to their needs. Ignoring this audience means missing out on a highly engaged group of consumers; the same report indicates that millennial moms maintain an average of 3.4 social media accounts, with 74% stating their friends and family regularly seek their advice on purchasing decisions.
The excitement surrounding the ad and the tweets using the swearlikeamother hashtag suggest that Kraft has tapped into a compelling social narrative. However, the ultimate goal remains to increase sales of its mac and cheese. By incorporating its signature product into the theme of “nobody’s perfect,” Kraft seems to subtly acknowledge that its blue box meals, while convenient and popular with kids, might not be the healthiest or most gourmet options available, despite recent reformulations. It’s worth noting that these meals are also a good source of calcium, making them a pragmatic choice for busy families. In the end, Kraft’s candid approach may resonate well with consumers, winning them over with its honesty and relatability.