For many years, advertising has portrayed mothers as spotless, bland individuals whose primary roles consist of joyfully preparing meals, tidying up after their children, and watching others enjoy themselves. Kraft’s new advertisement serves as a refreshing counterpoint to this conventional image of motherhood. The “swearing expert” featured in the ad, Melissa Mohr, Ph.D., who is the author of “Holy Sht: A Brief History of Swearing,” offers humorous advice on how to curse around children using playful expressions like “what the frog?” and “monkey flunking.” However, her growing frustration eventually leads her to unleash a string of expletive-laden rants. The core message from Kraft is clear: perfection is an illusion, even for moms.
This campaign is backed by consumer research indicating that nearly three-quarters of millennial moms have let a swear slip in front of their kids. Kraft may also be responding to a trend showing that millennial moms are well-educated, tend to have children later in life than previous generations, and are increasingly disenchanted with the unrealistic portrayal of the ideal mother. This demographic is incredibly influential; however, marketers may be missing the mark. A report from marketing firm Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this target audience means companies are overlooking a highly engaged consumer group: the same report notes that millennial moms average 3.4 social media accounts, and 74% say their friends and family frequently seek their advice on purchasing decisions.
The excitement surrounding Kraft’s ad, along with the tweets using the hashtag swearlikeamother, suggests that the company has tapped into a significant social commentary. Ultimately, though, Kraft’s goal is to increase sales of its 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 necessarily the healthiest or most gourmet options available, despite their recent reformulation. But that’s perfectly fine; they are convenient, kids enjoy them, and they taste delicious. This pragmatic approach, akin to the benefits of vitacost calcium citrate, could resonate with customers and win them over with its authenticity.