Women’s health presents a huge and exciting opportunity, with many needs still unmet and demand for better solutions rapidly growing. Through Materna brand, Nestlé is focused on meeting the unique nutritional needs of women as they embark on motherhood. Nestlé seeks to make each milestone of this journey a positive experience, ensuring the health and well-being of both women and their babies through the power of nutrition.
In line with this goal, the Materna brand is proud to unveil its new global campaign, “Real Cravings”, a powerful and insightful initiative powered by a robust digital and influencer ecosystem developed by Publicis.
When it comes to maternal health, women face numerous challenges, often reduced to the role of an incubating belly and other caricatures, all while setting their own needs and desires aside.
As a brand, Materna is challenging this convention for the better of women. The “Real Cravings” campaign aims to move beyond society’s view that maternal cravings involve just strange food like pickles with chocolate, and instead highlights the deeper, often unspoken desires of women on the motherhood journey.
Cravings that matter and that should be supported; the desire for a supportive community, the pursuit of personal choice without societal judgment, the craving for workplace equality after post-partum, and so many more on physical, emotional and social levels.
The “Real Cravings” campaign establishes Materna as women’s ally in supporting and giving voice to women’s real, deeper cravings so that moms and moms-to-be can thrive as women. Offering much more than supplements, Materna provides tailored solutions to support women throughout their entire maternal journey, addressing their needs from preconception through pregnancy and then post-partum.
Directed by the visionary filmmaker Cinzia Pedrizzetti, the campaign’s centerpiece is a moving short film. It chronicles the journey of women from different walks of life, each pursuing their unique path with courage and determination, embodying the core message: “Make It Your Own”.
It seemed essential to choose a female director like Cinzia Pedrizzetti to authentically capture the women’s emotions with sensitivity and to pay tribute to the different stages of motherhood. Her work is characterized by a realistic and natural approach, combined with a strong visual style.
The project highlights three portraits of women at key stages of their lives: pre-conception, pregnancy, and post-partum. To do justice to these intimate and powerful moments, real women experiencing these stages were cast. A pregnant woman, eight months along, expecting a baby girl, represents the anticipation and hope of a new life. The young woman in the early stages of planning for motherhood embodies the dream and preparation for becoming a mother. A mother who experiences criticism for breastfeeding in public highlights one of the difficulties women face in navigating motherhood on their own terms.
The “Real Cravings” campaign will roll out internationally, first launching in Brazil in January 2025 , followed by Latin America and India during the following months.
