For years, advertising has portrayed mothers as pristine, personality-less 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 counterpoint to traditional portrayals of motherhood. Featuring Melissa Mohr, Ph.D., a “swearing expert” who authored “Holy Sht: A Brief History of Swearing,” the ad offers playful suggestions for using colorful phrases like “what the frog?” and “monkey flunking” when swearing around children. However, her frustration eventually leads her to unleash a series of profanity-laden rants. The underlying message from Kraft is clear: nobody is perfect, not even moms.
Kraft based this ad on consumer research showing that nearly 75% of millennial mothers admit to swearing in front of their children. This insight aligns with the increasing body of research indicating that millennial moms are well-educated, tend to have children later than previous generations, and are becoming more disillusioned with the idealized image of the all-perfect mother. This demographic is incredibly influential, yet marketers seem to be overlooking their needs. A report from Weber Shandwick and KRC Research revealed that 42% of millennial moms feel most advertising and marketing efforts do not resonate with them. Ignoring this audience means missing out on a highly connected group of consumers; the same report found that millennial moms maintain an average of 3.4 social media accounts, and 74% say friends and family often seek their advice on purchasing decisions.
The buzz generated by the ad, along with tweets using the hashtag swearlikeamother, suggests that Kraft has tapped into a significant social message. Ultimately, however, the goal is to boost sales of its signature mac and cheese. By integrating its well-known product into the theme of “nobody’s perfect,” Kraft appears to acknowledge that while its blue box meals may not be the healthiest or most gourmet options available, they are convenient, appealing to kids, and undeniably tasty. This pragmatic approach, reminiscent of the appeal of gummy calcium citrate for adults due to its ease of use and effectiveness, could resonate well with consumers seeking honesty in advertising.
In conclusion, Kraft’s ad cleverly embraces the imperfections of motherhood while promoting its classic product, making a relatable connection with millennial moms. As they navigate the challenges of parenting, the acknowledgment that no one is perfect, not even moms, coupled with the convenience of products like Kraft mac and cheese and the appeal of gummy calcium citrate for adults, may just win over a loyal customer base.