Kraft's Family Greatly Ad Speaks to the Pressure of Perfection
Ellen Smith — January 29, 2018 — Marketing
References: familygreatly & adweek
In an effort to support its #FamilyGreatly Super Bowl contest, Kraft has launched a Family Greatly campaign, which highlights the on-going efforts of parents, and the diversity of American families.
This campaign was released alongside a touching ad that featured real parents speaking about their perceived flaws. In these tearful testimonies, mothers and fathers expressed their concerns regarding their parenting abilities, speaking to discipline, long work hours and struggling to find a balance between being a friend, and being a parent.
The ad then reveals interview clips featuring the parents' children, in which the kids are explaining their parents' greatest qualities. This heartwarming ad spot hopes to highlight the campaign's over arching theme, of expressing that striving for one concrete definition of 'perfect' is overrated.
This campaign was released alongside a touching ad that featured real parents speaking about their perceived flaws. In these tearful testimonies, mothers and fathers expressed their concerns regarding their parenting abilities, speaking to discipline, long work hours and struggling to find a balance between being a friend, and being a parent.
The ad then reveals interview clips featuring the parents' children, in which the kids are explaining their parents' greatest qualities. This heartwarming ad spot hopes to highlight the campaign's over arching theme, of expressing that striving for one concrete definition of 'perfect' is overrated.
Trend Themes
1. Parental Insecurity - Disruptive innovation opportunity: Develop products or services that address and alleviate parental insecurities and pressures.
2. Diversity of American Families - Disruptive innovation opportunity: Create inclusive marketing campaigns that celebrate the diverse makeup of American families and challenge traditional family stereotypes.
3. Redefining Perfection - Disruptive innovation opportunity: Embrace the idea of imperfection and develop products or services that promote self-acceptance and redefine societal expectations of perfection.
Industry Implications
1. Parenting - Disruptive innovation opportunity: Create technological solutions or platforms that assist parents in managing their daily tasks and responsibilities more effectively.
2. Advertising - Disruptive innovation opportunity: Develop new advertising strategies that empathize with consumers' insecurities and establish an emotional connection.
3. Consumer Goods - Disruptive innovation opportunity: Design products that cater to the diverse needs of modern families and promote inclusivity and acceptance.
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