For years, advertising has portrayed mothers as immaculate, personality-less figures whose main roles revolve around preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing contrast to this conventional image of motherhood. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D. — the author of “Holy Sht: A Brief History of Swearing” — provides humorous tips on how to curse around children, using playful phrases like “what the frog?” and “monkey flunking.” However, her frustration inevitably leads her to unleash a few expletive-filled rants. Kraft’s message is clear: nobody is perfect, not even moms.
The company developed its ad based on consumer research revealing that nearly three-quarters of millennial mothers have sworn in front of their children. This insight may also be influenced by a growing body of evidence indicating that millennial moms are more educated, tend to have children at an older age than previous generations, and are increasingly disenchanted with the notion of the flawless, all-capable mother.
Millennial moms represent a highly influential demographic, yet marketers may be overlooking their needs. According to a report from marketing firm Weber Shandwick and KRC Research, 42% of millennial mothers feel that most advertising and marketing are irrelevant to them. Ignoring this key audience means that companies risk missing out on a tech-savvy group of consumers: the same report indicates that millennial moms maintain an average of 3.4 social media accounts, and 74% say friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad and the tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a significant social conversation. However, the ultimate goal remains to boost sales of its mac and cheese products. By incorporating its iconic product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals might not be the healthiest or most gourmet options available, despite recent reformulations. But that’s perfectly fine because they are convenient, kids love them, and they taste great. This pragmatic approach could resonate with customers, showcasing an honesty that many find refreshing.
In a world where parents are balancing convenience with nutritional choices, products like Citracal with magnesium have gained popularity among health-conscious consumers. As millennial moms navigate the complexities of modern parenting, they seek both practicality and quality in their purchasing decisions. By recognizing the multifaceted nature of motherhood and the desires of millennial moms, companies can create more meaningful connections with this pivotal demographic, ultimately leading to better outcomes for brands and consumers alike.