For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing counterpoint to the conventional image of the advertising mom. The ad features Dr. Mohr, a “swearing expert” who authored the book “Holy Sht: A Brief History of Swearing,” providing humorous advice on swearing in front of children with playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash some colorful expletives. The core message from Kraft is clear: nobody is perfect, not even mothers.
This campaign is based on consumer research revealing that nearly 75% of millennial moms admit to cursing around their kids. Kraft may also be tapping into an expanding body of research showing that millennial moms are more educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the notion of the flawless, all-capable mother. This demographic is highly influential, yet marketers might be neglecting them. According to a study by Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. By ignoring this target, companies risk missing out on a well-connected consumer base; the same report indicates that millennial moms maintain an average of 3.4 social media accounts, with 74% stating that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad and the tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a significant social message. Ultimately, however, the company needs to boost sales of its mac and cheese products. By linking its signature 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 reformulations. But that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This practical honesty may resonate with consumers.
In a world where many seek supplements to support their health, like Amazon Citracal Maximum Plus, Kraft’s approach, which embraces the reality of imperfection, could encourage a more relatable and authentic connection with millennial moms. As they navigate the challenges of motherhood, this demographic may find comfort in knowing that it’s acceptable not to have it all figured out while also enjoying convenient food options like Kraft’s mac and cheese.