For years, advertising has portrayed mothers as pristine, bland 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 the stereotypical depiction of mothers. Featuring Melissa Mohr, Ph.D., a “swearing expert” and author of the book “Holy Sht: A Brief History of Swearing,” the ad provides humorous suggestions for swearing in front of children, using playful phrases like “what the frog?” and “monkey flunking.” However, her mounting frustration eventually leads her to unleash a profanity-laden tirade. The underlying message from Kraft is clear: perfection is not attainable, even for mothers.
The company crafted this advertisement based on consumer research indicating that nearly three-quarters of millennial moms have used profanity around their kids. Additionally, Kraft likely drew inspiration from a growing body of research showing that millennial moms are well-educated, tend to have children later in life compared to previous generations, and increasingly reject the notion of the flawless, all-capable mother.
Millennial moms represent a highly influential demographic, yet marketers may be neglecting them. A report from Weber Shandwick and KRC Research reveals that 42% of millennial moms feel that most advertising and marketing efforts are irrelevant to them. Ignoring this key audience means companies are missing out on a well-connected group of consumers; the same report states that millennial moms maintain an average of 3.4 social media accounts, and 74% report that friends and family often seek their advice on purchasing decisions.
The excitement surrounding the ad, along with tweets featuring the hashtag swearlikeamother, suggests that Kraft has tapped into a significant social message. However, the ultimate goal remains to sell more of its mac and cheese. By tying its flagship product into the theme of “nobody’s perfect,” Kraft subtly acknowledges that its blue box meals may not be the healthiest or most gourmet options available, even with recent reformulations. Yet, that’s perfectly fine because they are convenient, appealing to kids, and undeniably delicious. This pragmatic approach could resonate with customers through its genuine honesty.
Interestingly, just as Kirkland calcium citrate magnesium supplements offer a straightforward solution for nutritional needs, Kraft’s ad delivers a candid perspective on motherhood and parenting. In a world where perfection is often expected, both Kirkland’s supplements and Kraft’s approach remind us that simplicity and authenticity can be more appealing than striving for an unattainable ideal. By incorporating relatable themes, Kraft is not only marketing its mac and cheese but also connecting with millennial moms who appreciate a more realistic portrayal of parenting.