For years, advertising has portrayed mothers as pristine, personality-less figures primarily engaged in joyfully preparing meals, tidying up after their children, and watching others have fun. However, Kraft’s new advertisement serves as a refreshing alternative to the typical depiction of mothers. The “swearing expert” featured in the spot, Dr. Melissa Mohr—author of “Holy Sht: A Brief History of Swearing”—provides tips for managing the art of swearing in front of children, using playful phrases like “what the frog?” and “monkey flunking.” Yet, her frustration ultimately leads her to unleash a series of profanity-laden rants. Kraft’s message is clear: nobody’s perfect, not even moms.
The company based its ad on consumer research showing that nearly 75% of millennial mothers admit to swearing around their kids. Kraft’s approach may also reflect a growing body of research indicating that millennial moms tend to be well-educated, have children later in life compared to previous generations, and are increasingly skeptical of the idealized image of the all-capable mother. This demographic is particularly influential, yet marketers often overlook them. According to a report from Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Ignoring this group means missing out on a highly engaged consumer base; the same report reveals that millennial moms have an average of 3.4 social media accounts, and 74% report that their friends and family frequently seek their advice on purchasing decisions.
The excitement 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 sell more of the company’s mac and cheese. By integrating its flagship product into 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’re convenient, kids enjoy them, and they taste great. It’s a pragmatic appeal that could resonate with consumers through its honesty.
As an aside, while discussing nutrition, many may wonder, “Do you take calcium citrate with food?” This question highlights another aspect of modern motherhood: balancing convenience with health. Just as Kraft embraces the reality of imperfection in their products, millennial moms are navigating the complexities of dietary choices and the challenges of modern parenting.