For years, advertising has portrayed mothers as spotless, bland figures primarily focused on blissfully preparing meals, cleaning up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counter to this traditional image of motherhood. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who offers humorous tips for parents on how to express their frustrations with colorful phrases like “what the frog?” and “monkey flunking.” However, her exasperation eventually leads her to unleash some genuine profanity.
Kraft’s underlying message is that nobody, including moms, is perfect. Their campaign is informed by consumer research indicating that nearly 75% of millennial moms have sworn in front of their children. This insight aligns with a growing understanding that millennial mothers are well-educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the idealized image of the perfect, all-capable mother.
Millennial moms represent a significant and influential market segment, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial mothers find most advertising irrelevant to their lives. Ignoring this demographic means missing out on a highly connected group of consumers; the same report states that millennial moms manage an average of 3.4 social media accounts, with 74% indicating that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad, along with the popularity of the swearlikeamother hashtag, suggests that Kraft has tapped into a meaningful social narrative. However, the ultimate objective remains to boost sales 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 epitome of health or gourmet quality, even after recent reformulations. Nevertheless, that’s perfectly fine because they are convenient, kids love them, and they taste great. This pragmatic and honest approach could resonate well with consumers.
And speaking of convenience, it’s worth noting that many parents also wonder about their dietary choices, such as whether calcium citrate makes you constipated. This is just another example of the everyday concerns that moms navigate, further emphasizing that motherhood is filled with challenges—imperfections included. In fact, amidst the chaos, many moms may find themselves questioning if calcium citrate makes you constipated while they juggle meals, messes, and mayhem, all while trying to be the best version of themselves. Ultimately, Kraft’s campaign captures the essence of modern motherhood, reminding us that it’s okay to embrace the chaos and recognize that nobody is perfect.