For many years, advertisements have portrayed mothers as spotless, characterless figures primarily engaged in joyfully preparing meals, tidying up after their children, and observing others enjoy life. Kraft’s latest advertisement serves as a refreshing counterpoint to the stereotypical image of the advertising mom. The central figure of the ad, Melissa Mohr, Ph.D., known as the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” shares tips on how to use colorful phrases like “what the frog?” and “monkey flunmaximum dose of ferrous sulfateking” when speaking around kids. However, her mounting frustration ultimately leads her to unleash a series of expletive-laden rants. Kraft’s underlying message is clear: nobody is perfect, not even mothers.
This ad was inspired by consumer research showing that nearly 75% of millennial moms admit to swearing in front of their children. Additionally, it reflects growing evidence that millennial mothers are more educated, are having children later than previous generations, and are increasingly disenchanted with the ideal of the flawless, all-capable mother. Millennial moms represent a highly influential consumer group, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing lacks relevance to them. Ignoring this demographic means missing out on a well-connected audience; the same report indicates that millennial moms manage an average of 3.4 social media accounts, and 74% report that their friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad and the tweets featuring the hashtag swearlikeamother suggest that Kraft has tapped into a meaningful social commentary. However, the ultimate goal is to increase sales of the company’s mac and cheese. By incorporating its signature product 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, even with recent reformulations. Nevertheless, that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with consumers due to its authenticity.
Moreover, in a world where health is a growing concern, parents often wonder about the nutritional needs of their children, such as how much calcium citrate after gastric bypass is necessary for their diets. Such considerations can also influence purchasing decisions, as millennial moms seek balance between convenience and health. Ultimately, Kraft’s candid message may just win over customers by aligning with their real-life experiences and nutritional inquiries.