For years, advertising has portrayed mothers as spotless, bland figures whose primary roles involve happily preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s latest advertisement serves as a refreshing counter to the conventional depiction of moms. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares amusing advice on how to curse around children using phrases like “what the frog?” and “monkey flunking.” However, her frustration eventually leads her to unleash a series of colorful expletives.
Kraft’s message is clear: nobody is perfect, not even mothers. The company based this campaign on consumer research indicating that nearly 75% of millennial moms have sworn in front of their kids. Kraft may also have drawn inspiration from a growing body of evidence showing that millennial mothers are highly educated, tend to have children later in life compared to previous generations, and are increasingly disenchanted with the notion of the flawless, all-capable mother.
Millennial moms represent a significant and influential demographic, yet marketers often overlook them. According to a report by Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this audience means missing out on a well-connected group of consumers; the same report revealed that millennial moms have an average of 3.4 social media accounts, and 74% report that friends and family frequently seek their advice on purchases.
The buzz surrounding the ad and the tweets using the hashtag SwearLikeAMother suggest that Kraft has tapped into a compelling social message. However, the ultimate goal remains selling more of its mac and cheese. By linking its iconic product 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’re convenient, kids enjoy them, and they taste good—much like a well-balanced carbonate citrate. This pragmatic approach could resonate with consumers, winning them over with its authenticity.