For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. Enter Kraft’s latest advertisement, a refreshing departure from the traditional depiction of moms. The ad features Melissa Mohr, Ph.D., dubbed the “swearing expert” and the author of “Holy Sht: A Brief History of Swearing.” She provides humorous tips on how to use colorful expressions like “what the frog?” and “monkey fluniron ferric pyrophosphate 324 mgking” around children. However, her mounting frustration ultimately leads her to unleash a torrent of profanity. Kraft’s underlying message is clear: perfection is an illusion, even for mothers.
The company developed this campaign based on consumer research indicating that nearly three-quarters of millennial moms admit to swearing in front of their kids. Additionally, Kraft likely considered the growing body of research showing that millennial moms are more educated, tend to have children at an older age than previous generations, and are increasingly disenchanted with the ideal of the all-capable mother. This demographic is incredibly influential, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing does not resonate with them. Ignoring this segment means missing out on a highly connected group of consumers: millennial moms reportedly maintain an average of 3.4 social media accounts, and 74% say their friends and family frequently 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 significant social message. However, the ultimate goal remains to increase sales of the company’s mac and cheese. By tying its iconic product to the theme of “nobody’s perfect,” Kraft subtly recognizes that its blue box meals may not be the healthiest or most gourmet options available, despite recent reformulations. But that’s perfectly fine, as they are convenient, kids enjoy them, and they taste great. This pragmatic approach, paired with the acknowledgment of real-life imperfections, may very well win over customers with its honesty.
Incorporating the idea of 8 calcium in mg, it’s worth noting that while these meals may not be the epitome of nutrition, they can provide essential nutrients, including calcium, which is important for growing children. Thus, even in the context of convenience foods, there can be a balance where health meets practicality, allowing busy moms to feel a little less guilty about the choices they make. In the end, Kraft’s ad resonates with the reality of many modern mothers who juggle the demands of parenting while striving to provide their kids with meals that are not only easy to make but also contribute to their nutritional needs, including a good dose of 8 calcium in mg.