For years, advertising has portrayed mothers as pristine, personality-less figures whose primary roles revolve around happily serving up meals, cleaning after their children, and watching others enjoy life. However, Kraft’s new advertisement serves as a refreshing counter to the conventional portrayal of moms. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D. — the author of “Holy Sht: A Brief History of Swearing” — provides humorous advice for swearing in front of children, using playful phrases like “what the frog?” and “monkey flunking.” Yet, her frustrations ultimately lead her to unleash some colorful expletives. Kraft’s underlying message is clear: perfection is a myth, even for mothers.
The ad is grounded in consumer research revealing that nearly three-quarters of millennial moms have used profanity around their kids. Kraft’s strategy may also reflect a growing body of evidence indicating that millennial mothers are well-educated, tend to have children later in life than previous generations, and are increasingly dissatisfied with the unrealistic image of the flawless, supermom. This demographic is notably influential, yet marketers may be missing the mark. A report from Weber Shandwick and KRC Research shows that 42% of millennial moms feel that most advertising and marketing efforts fail to resonate with them. Ignoring this group means companies are losing out on a highly engaged audience: according to the same report, millennial moms have an average of 3.4 social media accounts, and 74% report that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad and the tweets using its associated hashtag indicate that Kraft has tapped into a significant social commentary. Ultimately, however, the company needs to boost sales of its mac and cheese. By integrating its iconic product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals aren’t the healthiest or most gourmet options available, despite recent reformulations. But that’s perfectly fine because they’re convenient, children enjoy them, and they taste great. This pragmatic approach could resonate with consumers through its honesty.
Additionally, as many millennial moms strive for a balanced lifestyle, they may also be interested in supplements like Nature Made Calcium Citrate 600 mg to support their health and that of their families. This focus on well-being aligns well with their desire for authenticity in advertising. In conclusion, by embracing imperfections and the realities of motherhood, Kraft’s ad not only connects with millennial moms but also opens up conversations about health and wellness, possibly even encouraging them to consider products like Nature Made Calcium Citrate 600 mg as part of their family’s nutrition.