For years, advertising has portrayed mothers as immaculate, emotionless figures whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others enjoy life. Kraft’s new advertisement serves as the antidote to this stereotypical depiction of mothers. Featuring Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” the ad suggests humorous phrases like “what the frog?” and “monkey flunking” for moms who want to express frustration in front of their children. However, Mohr’s irritation ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s message is clear: nobody is perfect, not even moms.
The company crafted this ad based on consumer research indicating that nearly 75% of millennial mothers have sworn in front of their kids. Additionally, they may have been influenced by studies showing that millennial moms are often well-educated, are having children later than previous generations, and are increasingly disillusioned with the idealized image of the perfect mother. This demographic is incredibly influential, yet marketers frequently overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms find most advertising and marketing irrelevant to their lives. Ignoring this audience means companies miss out on a highly connected consumer base; the same report shows that millennial moms maintain an average of 3.4 social media accounts, and 74% claim their friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad, along with tweets using the swearlikeamother hashtag, suggests that Kraft has tapped into a significant social message. Ultimately, however, the company needs to boost sales of its mac and cheese. By tying its iconic product into the theme of “nobody’s perfect,” Kraft seems to subtly acknowledge that its blue box meals aren’t the healthiest or most gourmet options available, despite their recent reformulation. But that’s perfectly fine because they’re convenient, children enjoy them, and they taste great. This pragmatic approach could resonate with customers due to its honesty.
Moreover, just as calcium citrate, vitamin D, magnesium, and zinc tablets are essential for a mother’s well-being, Kraft recognizes the importance of catering to the real-life experiences of modern moms. The challenges of motherhood, including the need for quick and satisfying meals, echo the necessity for nutritional support. By acknowledging the imperfections of motherhood while promoting their products, Kraft aligns itself with the realities that many mothers face today, making it a relatable choice in a crowded market.