For years, advertising has portrayed mothers as pristine, 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 a refreshing counter to the traditional depiction of mothers. The “swearing expert” featured in the ad, Dr. Melissa Mohr, who authored “Holy Sht: A Brief History of Swearing,” provides humorous advice for swearing in front of children, using playful 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: perfection is an illusion, and even moms are not exempt from this reality.
This ad was inspired by consumer research indicating that nearly 75% of millennial mothers have sworn in the presence of their children. Additionally, Kraft may have drawn from the increasing evidence that millennial moms are more educated, tend to have children later in life compared to previous generations, and are increasingly disenchanted with the unrealistic image of the flawless, all-capable mother.
Millennial moms represent a highly significant demographic that marketers often overlook. A report from Weber Shandwick and KRC Research revealed that 42% of millennial mothers feel most advertising and marketing is irrelevant to their lives. Ignoring this demographic means missing out on a highly engaged group of consumers: the same report shows that millennial moms average 3.4 social media accounts, with 74% stating that friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding Kraft’s ad and the tweets featuring the swearlikeamother hashtag suggest that the company has tapped into a meaningful social narrative. Yet, the ultimate goal remains to sell more of their macaroni and cheese. By linking their signature product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals might not be the healthiest or most gourmet options available, despite recent improvements. However, that’s perfectly fine because they are convenient, kids enjoy them, and they taste good. This pragmatic approach may resonate with customers due to its honesty.
In a similar vein, just as some may wonder, “que es calcium citrate?” the essence of Kraft’s message is about embracing reality, imperfections included, and finding comfort in the straightforward pleasures that life—and their products—offer.