For years, advertising has portrayed mothers as spotless, bland figures whose primary roles include joyfully preparing meals, tidying up after their children, and watching others enjoy life. However, Kraft’s new ad serves as a refreshing counter to this typical portrayal of motherhood. Featuring Melissa Mohr, Ph.D., the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” the ad offers humorous guidance for swearing around kids with playful phrases like “what the frog?” and “monkey flunking.” Yet, her mounting frustration leads her to unleash some colorful expletives, reinforcing Kraft’s message: perfection is an unrealistic expectation, even for moms.
The ad is informed by consumer research indicating that nearly three-quarters of millennial moms admit to swearing in front of their children. Additionally, Kraft may have taken note of a growing body of research revealing that millennial mothers are more educated, tend to have children later than previous generations, and are increasingly disenchanted with the image of the ideal, all-encompassing mother. This demographic is highly influential, yet marketers often overlook them. According to a report by Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts fail to resonate with them. Ignoring this target audience means missing out on a highly engaged group of consumers; the same report indicates that millennial moms maintain an average of 3.4 social media accounts, with 74% saying their friends and family frequently seek their advice on purchasing decisions.
The buzz surrounding the ad and the social media campaign using the hashtag swearlikeamother suggest that Kraft has tapped into a significant social message. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By connecting its iconic product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals aren’t the healthiest or most gourmet options available, despite recent reformulations. But that’s perfectly fine because they are convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with consumers, especially as they celebrate the realities of motherhood—complete with its chaotic moments.
In this light, Kraft’s messaging could also include a nod to health, perhaps promoting their calcium chewable products alongside the ad’s themes. After all, while celebrating the imperfections of motherhood, it’s important to remember that practical, health-conscious choices can coexist with the messy but joyful journey of parenting. Ultimately, Kraft’s honesty and relatability might just win over the hearts of modern moms looking for both convenience and authenticity.