For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles consist of happily preparing meals, tidying up after their children, and observing others have fun. Kraft’s latest advertisement serves as a refreshing counter to this traditional image of moms. The campaign features Melissa Mohr, Ph.D., dubbed the “swearing expert,” who authored the book “Holy Sht: A Brief History of Swearing.” She provides humorous suggestions for swearing around children, using playful expressions like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash some hilarious, profanity-laden rants. Kraft’s underlying message is clear: nobody is perfect, not even moms.
The ad is rooted in consumer research indicating that nearly 75% of millennial mothers admit to swearing in front of their children. Kraft may have also drawn inspiration from a growing body of studies showing that millennial moms are well-educated, tend to have children later in life compared to previous generations, and are increasingly skeptical of the idealized image of the all-capable mother. This influential demographic is often overlooked by marketers. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing is irrelevant to them. Ignoring this audience means missing out on a highly connected group of consumers, as the same report highlights that millennial moms maintain an average of 3.4 social media accounts, with 74% indicating that family and friends seek their advice on purchasing decisions.
The buzz surrounding the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into a powerful social commentary. However, the ultimate goal is to boost sales of the company’s mac and cheese. By connecting its iconic product with 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 fantastic. This pragmatic approach could resonate with customers through its honesty.
Interestingly, while discussing the concept of moderation, it’s worth noting that just as excessive intake of certain foods can lead to issues like calcium citrate kidney stones, the advertising landscape must evolve to reflect the complexities of modern motherhood. Moms today are navigating a world filled with pressures and imperfections, and Kraft’s ad embraces that reality. By recognizing that moms are multifaceted individuals, the campaign not only resonates with its audience but also stands as a testament to the changing landscape of motherhood, where the pursuit of perfection is often replaced by a celebration of authenticity.