What the !@*%!# Kraft Dinner?


via your classmate Sandeep:

I came across a Mother’s Day video by Kraft that opens with a mother with a house full of children. The mother turns out to be Dr. Melissa Mohr, an expert on swearing. She reveals that a recent study by Kraft Mac & Cheese found that 74% of mothers admit to swearing in front of their kids. Under the premise that she can help mothers deal with “less than perfect parenting situations,” Mohr expresses her frustrations with her kids by using creative language such as, “What the frog!” However, when she slips and utters something vulgar, she is “beeped” and an icon the shape of macaroni pasta appears in front of her mouth.

At a first glance, the video is pretty light and fun. However, when you look a little bit deeper, the brand management team is being pretty strategic in their approach. Some of the things I noticed were:

  1. The video right away caters to mothers; this is interesting because mothers are probably the typical people who purchase Kraft Macaroni and Cheese for their kids. This is a great tactic as it targets the shopper rather than the person actually consuming the product.
  2. The video makes reference to a recent study by Kraft Mac and Cheese. This is also very interesting as there is almost a quick subliminal message here. I did not hear it the first time I watched it, but it definitely stood out a second time. The ad could of done a better job on making this obvious, but I do not think it was much of a loss.
  3. The video uses macaroni throughout to cover up swear words. This is a good object to use, because it is exactly an image of the product they are promoting. However, because it is shaped like a smile, I first thought it was a banana. In addition to this, I first thought that the video did a poor job in bleeping the swear words, but then I realized this could also be strategic. If the ad did not push the envelope a bit, it would not catch my attention.
  4. The colours used in the home and the Mohr’s clothing are similar to the colour of the Kraft Mac and Cheese packaging. This definitely seems like it was planned.
  5. At the end of the video, a reference is made to being a good mom and when you can’t, there is always Kraft Mac and Cheese (the product is known as Kraft Dinner in Canada, but this was an American commercial). Once again, the branding team is catering to the buyer of the product. The last scene also shows a bunch of kids sitting at a table, which shows that Mac & Cheese can be a great meal when entertaining kids.
  6. Finally, the ad does a great job of showing the viewer the product at the end, linking the viewer to their website (www.swearlikeamother.com) and then also showing some free ear buds.

Overall, I think the ad is fun, but is carefully put together. Would this make me buy the product? I am not sure, but I’m not the target of the communication.


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