For years, advertisements have portrayed mothers as spotless, personality-less figures whose primary roles involve cheerfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s new advertisement serves as a refreshing counter to the conventional image of the advertising mom. The star of the ad, Melissa Mohr, Ph.D., known as the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” provides amusing tips on swearing in front of kids, utilizing quirky phrases such as “what the frog?” and “monkey flunking.” Yet, her frustration eventually erupts into hilarious rants filled with profanity. Kraft’s message is clear: perfection is unattainable, even for mothers.
The ad is grounded in consumer research revealing that nearly 75% of millennial moms admit to swearing around their children. Kraft appears to be tapping into a growing body of evidence indicating that millennial moms are well-educated, tend to have children later than previous generations, and are increasingly disillusioned with the unrealistic image of the perfect, all-capable mother. This demographic is influential, yet marketers may be missing the mark. A report from Weber Shandwick and KRC Research found that 42% of millennial moms feel most advertising does not resonate with them. Ignoring this group means companies are overlooking a highly connected segment of consumers; on average, millennial moms maintain 3.4 social media accounts, and 74% report that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad and the buzz on social media through the hashtag swearlikeamother suggest that Kraft has struck a chord with its audience. Ultimately, however, the goal is to sell more mac and cheese. By linking its iconic product to the theme of “nobody’s perfect,” Kraft subtly admits that its blue box meals may not be the healthiest or most gourmet options available, despite recent improvements in their formulation. But that’s perfectly fine, as they are convenient, kids enjoy them, and they taste great. This practical approach may resonate with consumers, particularly when considering that products like calcium citrate 2000 mg can complement a balanced diet. In a world where perfection is unrealistic, Kraft embraces honesty, which could ultimately win over customers looking for relatable and delicious meal choices.