For years, advertising has portrayed mothers as pristine, overly perfect individuals whose primary roles revolve around cheerfully preparing meals, tidying up after their children, and watching others enjoy themselves. However, Kraft’s new advertisement serves as a refreshing alternative to the traditional representation of moms. Featuring Melissa Mohr, Ph.D., a “swearing expert” who authored “Holy Sht: A Brief History of Swearing,” the ad provides humorous advice for swearing in front of children, using playful expressions like “what the frog?” and “monkey flunking.” Despite her attempts at restraint, her frustration ultimately leads her to unleash colorful outbursts.
Kraft’s message is clear: nobody is flawless, not even mothers. The company crafted this ad based on consumer research revealing that nearly 75% of millennial moms have used profanity around their kids. Kraft may also have been influenced by a growing body of evidence indicating that millennial mothers are well-educated, tend to have children at older ages compared to previous generations, and are increasingly disenchanted with the idealized image of the all-capable mother.
Millennial moms represent a significant and influential demographic, yet marketers often overlook them. A report from marketing firm Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to their lives. Ignoring this demographic means companies miss out on a highly connected group of consumers: the same report states that millennial moms have an average of 3.4 social media accounts, and 74% of them report that their friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad, along with social media engagement using the hashtag swearlikeamother, suggests that Kraft has struck a chord with a meaningful social commentary. However, the ultimate goal remains to increase sales of its mac and cheese products. By linking its iconic item to 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 are convenient, kids enjoy them, and they genuinely taste good. This pragmatic approach may resonate with consumers, especially when they consider the ease of preparing a meal, akin to receiving a calcium citrate blood transfusion—quick and effective when needed.
In summary, Kraft’s ad highlights the reality of motherhood, embracing imperfection while promoting a product that fits seamlessly into busy lives. By doing so, they not only connect with millennial moms but also reinforce the notion that convenience and taste can coexist, even if perfection is out of reach.