Kraft Mac & Cheese's 'Swear Like a Mother' campaign seeks to satirize the role of being a mother, and the frustrations that can come along with it.
The advertisement is targeted towards Millennial parents who are "perfectly imperfect" – renouncing the idea once so popular in parenting-related industries that parents must be perfect in order to raise children properly. The star of the ad is Melissa Mohr, who authored 'Holy Sh*t: A Brief History of Swearing.' In the ad, Mohr is taped giving viewers advice on which words they can replace with the profanity that might come naturally to them – all while spontaneously swearing throughout the commercial.
The Swear Like a Mother ad ends with Mohr promoting the brand by saying: "No parent is perfect, but sometimes you can do better. That's why I'm here. Other times you can't, and that's why there's Kraft Mac & Cheese."
Key Themes Behind This Trend
- Satirical Parenting Campaigns
- Other industries can take advantage of satirizing traditional family roles to capture a new Millennial audience.
- Humorous Marketing Strategies
- Businesses can take a page from Kraft's playbook and use humor to make their products and services more relatable to everyday frustrations.
- Embracing Imperfection
- Industries can join in on the 'perfectly imperfect' mindset and demonstrate to consumers that they don't have to be perfect to take advantage of their products or services.
Where This Applies
- Food and Beverage
- Food and beverage companies can make their products more relatable to busy parents by acknowledging that sometimes, convenience is more important than perfection.
- Parenting Merchandise
- Parenting merchandise companies can use humor to appeal to a new generation of more relaxed parents.
- Media and Advertising
- Media companies and advertising agencies can take advantage of the satirical trend in advertising to create new campaigns that resonate with a younger audience.
