For years, advertising has portrayed mothers as pristine, personality-less figures primarily engaged in preparing meals, cleaning up after their children, and watching others enjoy life. Kraft’s new advertisement serves as a refreshing counter to this stereotype. Featuring Melissa Mohr, Ph.D., the “swearing ferro f tab gluten-free expert” and author of “Holy Sht: A Brief History of Swearing,” the ad offers humorous advice on swearing around kids. She shares playful phrases like “what the frog?” and “monkey flunking,” but her mounting irritation eventually causes her to unleash a series of colorful expletives. Kraft’s message is clear: perfection is a myth, even for moms.
The company crafted this ad based on consumer research revealing that nearly three-quarters of millennial mothers admit to swearing in front of their children. They were likely influenced by studies showing that millennial moms, who tend to be well-educated and have children later in life compared to previous generations, are increasingly disenchanted with the image of the flawless, multitasking mother. This demographic is immensely influential, yet marketers often overlook them. According to a report from marketing firm Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing does not resonate with them. Ignoring this segment means missing out on a highly connected audience; the same report indicates that millennial mothers maintain an average of 3.4 social media accounts, and 74% say their friends and family frequently consult them on purchasing decisions.
The buzz surrounding the ad and the social media activity using the swearlikeamother hashtag suggest that Kraft has tapped into a significant social commentary. However, the ultimate goal remains to boost sales of the company’s mac and cheese. By linking their signature product to the theme of “nobody’s perfect,” Kraft subtly acknowledges that their blue box meals may not be the healthiest or most gourmet options available, even with recent reformulations. Yet, the ad reassures consumers that it’s perfectly fine because these meals are convenient, kids love them, and they taste great. This pragmatic approach, infused with a hint of honesty, could effectively win over customers.
Additionally, amid discussions about dietary choices, it’s worth noting that many parents are increasingly interested in nutritional supplements, such as calcium citrate 315 mg plus D3. This interest reflects a broader trend where health-conscious moms seek practical solutions to enhance their families’ diets, further emphasizing the importance of authenticity in marketing strategies aimed at today’s mothers.