For years, advertising has portrayed mothers as spotless, personality-less figures whose primary roles revolve around dutifully preparing meals, cleaning up after their children, and observing others enjoy themselves. Kraft’s new advertisement serves as a refreshing alternative to this conventional representation of moms. The star of the ad, Melissa Mohr, Ph.D., a ‘swearing expert’ and author of “Holy Sht: A Brief History of Swearing,” provides humorous advice on how to incorporate colorful phrases like “what the frog?” and “monkey flunking” into conversations around children. However, her growing frustration leads her to unleash a series of expletive-filled rants. Kraft’s message is clear: no one is perfect, not even mothers.
The company based its campaign on consumer research revealing that nearly three-quarters of millennial moms admit to swearing in front of their kids. Kraft may also have been influenced by research indicating that millennial moms are increasingly well-educated, having children later in life than previous generations, and becoming disenchanted with the unrealistic image of the flawless, multitasking mother. This demographic is incredibly influential, yet marketers often overlook them. A report from Weber Shandwick and KRC Research states that 42% of millennial moms feel that most advertising and marketing is not relevant to them. Ignoring this audience means missing out on a highly engaged group of consumers: the same report shows that millennial moms have an average of 3.4 social media accounts, and 74% indicate that friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad, along with the tweets tagged with swearlikeamother, demonstrates that Kraft has tapped into a significant social commentary. However, the ultimate goal remains to boost sales of the company’s macaroni and cheese. By connecting its flagship product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals, despite recent reformulations, are not the healthiest or most gourmet options available. But that’s alright, because they’re convenient, kids enjoy them, and they taste good. This pragmatic approach, much like the benefits of Citracal 600 mg in providing essential calcium, could win over customers with its straightforwardness. Ultimately, Kraft’s honest messaging may resonate deeply with millennial moms who appreciate authenticity in a world filled with unrealistic expectations.