For years, advertising has portrayed mothers as spotless, bland figures whose primary roles involve happily preparing meals, tidying up after their children, and observing others enjoy themselves. Kraft’s latest advertisement serves as a refreshing counterpoint to this conventional image of motherhood. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares humorous advice on using playful exclamations like “what the frog?” and “monkey flunking” around kids. However, her mounting frustration ultimately leads her to unleash a series of profanity-laden outbursts. Kraft’s underlying message is clear: perfection is a myth, even for moms.
The campaign was inspired by consumer research revealing that nearly three-quarters of millennial mothers have sworn in front of their children. Additionally, Kraft may have drawn from growing studies indicating that millennial moms are highly educated, tend to have children later in life compared to earlier generations, and are increasingly disenchanted with the notion of the perfect, all-encompassing mother. This demographic is immensely influential, yet many marketers seem to overlook their needs. According to a report from Weber Shandwick and KRC Research, 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this segment means missing out on a highly engaged group of consumers, as these moms average 3.4 social media accounts, with 74% stating their friends and family often seek their advice on purchasing decisions.
The buzz generated by the ad, along with the social media campaign using the hashtag swearlikeamother, suggests that Kraft has tapped into a significant social narrative. Nonetheless, the ultimate goal remains to boost sales of their mac and cheese products. By linking its signature item to the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available, despite recent improvements. But that’s perfectly fine because they are convenient, children enjoy them, and they taste great. This straightforward appeal could resonate with customers through its authenticity.
On a side note, while discussing the themes of health and convenience, it’s worth mentioning that some consumers are concerned about products like calcium citrate and whether they are bad for you. This awareness reflects a broader trend among millennial moms who are increasingly scrutinizing what they feed their families, even as they embrace the chaos of imperfect motherhood. By addressing the realities of parenting today, Kraft not only connects with its audience but also acknowledges the complexities of modern family life.