For years, advertising has portrayed mothers as pristine, personality-free beings whose primary roles involve joyfully preparing meals, tidying up after their children, and watching others have a good time. However, consider Kraft’s new advertisement as a refreshing departure from the typical depiction of moms. The ad features Melissa Mohr, Ph.D., a “swearing expert” and author of “Holy Sht: A Brief History of Swearing,” who shares humorous tips for swearing in front of children, using playful phrases like “what the frog?” and “monkey flunking.” Yet, her mounting frustration ultimately leads her to unleash some colorful tirades. Kraft’s message is clear: nobody is perfect, not even mothers.
The advertisement is based on consumer research indicating that nearly three-quarters of millennial moms have used profanity around their kids. Kraft may also be responding to a growing body of evidence showing that millennial mothers are well-educated, tend to have children later in life compared to previous generations, and are increasingly disillusioned with the unrealistic image of the flawless, all-capable mom. This demographic is highly influential, yet marketers may be neglecting them. According to a report from Weber Shandwick and KRC Research, 42% of millennial mothers feel that most advertising is irrelevant to them. Ignoring this audience means missing out on a highly engaged group of consumers; the same report notes that millennial moms have an average of 3.4 social media accounts, and 74% claim that friends and family frequently consult them on purchasing choices.
The buzz surrounding the ad and the tweets using the swearlikeamother hashtag indicate that Kraft has tapped into a significant social message. However, the ultimate goal is to sell more of their mac and cheese. By tying its signature product to the theme of “nobody’s perfect,” Kraft seems to acknowledge that their blue box meals aren’t the most nutritious or gourmet options available, despite recent reformulations. But that’s perfectly fine because they’re convenient, kids enjoy them, and they taste great. This pragmatic approach could resonate with consumers due to its honesty.
Interestingly, just as nature’s way calcium and magnesium citrate supports overall well-being, Kraft’s ad embraces the idea that imperfection is part of life. It reinforces that while not every meal may be a culinary masterpiece, the joy of parenting and the comfort of a quick meal are what truly matter. Ultimately, Kraft’s message aligns with the reality that mothers, like everyone else, are just trying to navigate their lives in the best way possible, imperfections and all.