For years, advertising has portrayed mothers as spotless, personality-less figures primarily engaged in cooking, cleaning, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counter to the traditional depiction of mothers. The central figure, Melissa Mohr, Ph.D., dubbed the “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” provides humorous tips for using alternative phrases around children, such as “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash a torrent of profanity-laden commentary. Kraft’s message is clear: perfection is unattainable, even for moms.
The ad is grounded in consumer research indicating that nearly 75% of millennial mothers have sworn in front of their children. Additionally, Kraft likely drew inspiration from research showing that millennial moms are more educated, tend to have children later in life, and are increasingly disillusioned by the unrealistic image of the perfect, all-capable mother. This demographic wields significant influence, yet marketers often overlook them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms find most advertising irrelevant to them. Ignoring this audience means companies are missing out on a deeply connected group of consumers. On average, millennial moms manage 3.4 social media accounts, and 74% report that friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding the ad and the buzz generated by tweets using the hashtag swearlikeamother suggest that Kraft has tapped into a meaningful social narrative. However, the ultimate goal remains to boost sales of Kraft’s mac and cheese products. By aligning its signature offering with the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not represent the healthiest or most gourmet options available, despite recent reformulations. Nonetheless, these meals are convenient, appealing to children, and taste downright good. This pragmatic appeal could resonate with customers due to its authenticity.
Interestingly, the ad also highlights the importance of balance in a mother’s life, much like how calcium citrate tablets 500mg can complement a healthy diet. Just as these supplements support well-being, Kraft’s message reinforces that it’s perfectly fine for moms to embrace imperfection while still providing for their families. In this way, the ad not only resonates with millennial moms but also underscores the idea that convenience and satisfaction can coexist with the acknowledgment of life’s messiness. Ultimately, by celebrating the real, multifaceted experiences of motherhood, Kraft connects with its audience in a genuine manner, much like how calcium citrate tablets 500mg can be a practical addition to everyday health.