For years, advertising has portrayed mothers as immaculate, personality-less figures primarily engaged in happily preparing meals, tidying up after their kids, and watching others enjoy life. Kraft’s recent advertisement serves as a refreshing contrast to this stereotype. The central figure in the ad, Melissa Mohr, Ph.D. — who authored “Holy Sht: A Brief History of Swearing” — is introduced as a “swearing expert.” She provides humorous tips for expressing frustration around children, using playful phrases like “what the frog?” and “monkey flunking.” However, her irritation eventually leads her to unleash a torrent of creative profanity. Kraft’s underlying message is clear: nobody is perfect, not even moms.
The company based its ad on consumer research revealing that nearly 75% of millennial mothers have sworn in front of their children. This approach may also reflect a growing body of evidence showing that millennial moms are well-educated, tend to have children later in life compared to previous generations, and are increasingly disillusioned with the unrealistic image of the flawless, omnipotent mother. This demographic holds significant influence, yet marketers often overlook them. A report from Weber Shandwick and KRC Research indicates that 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Ignoring this audience means companies are missing out on a highly connected group of consumers, as the same report states that millennial moms maintain an average of 3.4 social media accounts, with 74% noting that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has struck a chord with a potent social message. However, the ultimate goal remains selling more mac and cheese. By linking its iconic product to the theme of “nobody’s perfect,” Kraft seems to candidly acknowledge that its blue box meals may not be the healthiest or most gourmet options available, even with their recent reformulation. But that’s perfectly fine because they’re convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with customers due to its sincerity.
Amidst this discussion, it’s worth noting that, much like how discussions about food can lead to questions about health (such as whether calcium citrate clogs arteries), this ad invites a broader conversation about the realities of motherhood and the pressures associated with it. The acknowledgment of imperfection in both parenting and food choices could pave the way for more relatable and honest marketing.