For years, advertising has portrayed mothers as pristine, emotionless figures whose primary roles consist of happily preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counterpoint to this clichéd representation of mothers. The campaign features Melissa Mohr, Ph.D., dubbed the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares humorous advice on how to use creative expletives around children, such as “what the frog?” and “monkey flunking.” However, her mounting frustration ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s underlying message is clear: nobody is perfect, not even moms.
The ad was inspired by consumer research indicating that nearly three-quarters of millennial mothers admit to swearing in front of their kids. This might also reflect a broader trend highlighted by studies showing that millennial moms, often more educated and having children later than previous generations, are increasingly disillusioned with the unrealistic portrayal of the perfect, all-capable mother.
Millennial moms represent a significant and influential demographic, yet marketers may be missing the mark with them. A report from Weber Shandwick and KRC Research revealed that 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this demographic means missing out on a highly connected group of consumers; the same report found that millennial moms have an average of 3.4 social media accounts, and 74% regularly consult their friends and family regarding purchasing decisions.
The excitement surrounding the ad, along with tweets using the hashtag swearlikeamother, demonstrates that Kraft has tapped into a powerful social narrative. However, the ultimate goal remains to boost sales of their mac and cheese products. By integrating its signature dish into 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, as they are convenient, beloved by kids, and undeniably tasty.
Moreover, in a world where mothers are juggling various responsibilities, including ensuring their children receive the right nutrients, the inclusion of products fortified with calcium citrate malate, magnesium, zinc, and vitamin D3 could resonate well with health-conscious millennial moms. Kraft’s pragmatic approach, which embraces honesty and relatability, may just win over consumers looking for convenience without sacrificing taste or nutritional value. By acknowledging the imperfections of motherhood while promoting their products, Kraft is likely to foster a genuine connection with their audience, highlighting that even in a busy life, nutritional choices can include fun options like mac and cheese, especially when enriched with essential nutrients like calcium citrate malate, magnesium, zinc, and vitamin D3.