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Nestlé Materna Redefines What Pregnant Women Really Crave
Real Cravings is a 2025 global maternal health campaign for Nestlé Materna, created by Publicis Conseil, that launched first in Brazil before expanding across Latin America and India, using a short film to reframe maternal cravings as emotional, social and professional needs rather than food desires alone.
The campaign, known in Brazil as Desejos Reais, made its market debut on February 6, 2025, according to France Publicisgroupe, which published the formal campaign announcement on February 7, 2025. Publicis Conseil developed the work in partnership with Publicis Brasil, bringing together two arms of Publicis Groupe to service Nestlé's multinational ambitions for the Materna brand. The initial launch in Brazil was followed by a planned international rollout to Latin America and India, with no specific dates for those markets published at time of writing, per france.publicisgroupe.com.
The creative platform centres on the message Make It Your Own, a strategic declaration that motherhood is a personal, non-prescriptive journey. The campaign's central asset is a short film that follows three women across three distinct maternal life stages: preconception, pregnancy, and postpartum. By structuring the narrative this way, the campaign acknowledges that the Materna brand and, by extension, Nestlé's positioning in the healthcare category is relevant not only during pregnancy but across the full arc of a woman's reproductive life. In Brazil, a market where maternal health awareness and nutritional supplementation both carry significant cultural weight, this breadth of representation is a deliberate strategic signal. The campaign spans short film, social media, out-of-home placements, digital activity, and influencer activation, as documented by france.publicisgroupe.com, giving the work both mass reach and targeted, community-level resonance. Clapboard scores Real Cravings at 63 out of 100, reflecting a campaign that is strategically coherent and emotionally grounded, though not yet fully distinguished at the level of craft or measurable impact.
Nestlé Materna enters the 2025 healthcare conversation with a strategy built on expanding the definition of maternal need. The campaign's central premise redefines cravings to encompass emotional support, community, autonomy, and workplace equality, moving the brand far beyond the transactional language of nutritional supplementation that has historically dominated the maternal health category.
The global maternal nutrition product market is estimated at approximately 18.7 billion US dollars in 2025, with the vitamins segment accounting for approximately 6.6 billion US dollars, or 35.2 percent of that total, according to Dataintelo. In Brazil, maternal nutrition and women's health supplements represent a competitive and growing segment, with international brands such as Abbott's Similac Prenatal and Bayer's Elevit operating alongside Nestlé Materna in the premium prenatal vitamin space. The decision to lead with emotional storytelling rather than product efficacy is a direct response to a market dynamic in which functional claims alone no longer differentiate. As reported by ipmark.com, the campaign was described as pioneering in its approach to portraying the psychological and social dimensions of maternity, not merely its biological ones.
Publicis Conseil's strategic rationale is rooted in the recognition that women across Brazil and the wider multinational markets targeted by this campaign do not experience maternity as a single, uniform state. By acknowledging preconception, pregnancy, and postpartum as equally valid and distinct moments, the brand claims relevance across a longer consumer journey. This is particularly significant in Brazil, where cultural narratives around motherhood are deeply embedded but also increasingly contested by younger generations seeking autonomy and self-definition. The Make It Your Own platform gives the brand a durable creative idea capable of carrying differentiated messaging across multiple markets and life stages, from Brazil's initial launch through to the planned Latin America and India expansions, as confirmed by france.publicisgroupe.com.
Director Cinzia Pedrizzetti helms the central short film at the heart of Real Cravings. The choice of a female director was not incidental. Serena Aboutboul, speaking in the campaign announcement published by Publicis Groupe France on February 7, 2025, stated directly: "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." That statement, attributed in full by france.publicisgroupe.com, positions the directorial decision as a creative and ethical commitment rather than a practical one.
Pedrizzetti's film follows three women, each representing one of three maternal life stages: preconception, pregnancy, and postpartum. The structural choice to present all three without hierarchy or resolution is meaningful. The film does not treat pregnancy as the destination and postpartum as the aftermath. Instead, it grants each stage its own emotional integrity, an approach that aligns with the campaign's broader platform message of Make It Your Own and resists the simplification that has long characterised maternal health advertising. As documented by france.publicisgroupe.com and corroborated by ipmark.com, the creative approach was designed to honour the full spectrum of maternal experience rather than reduce it to a single iconic moment.
The campaign's media execution spans short film, social media, out-of-home, digital activity, and influencer activation, per france.publicisgroupe.com, suggesting a production designed for both cinematic impact and platform-native adaptability. The short film format allows Pedrizzetti's observational aesthetic to anchor the campaign emotionally, while the surrounding digital and influencer layer ensures the Make It Your Own message reaches women in the contextual, community-driven spaces where conversations about maternal health in Brazil and across multinational markets actually take place.
No verified performance data for the Real Cravings campaign is publicly available at time of publication. Nestlé, Publicis Conseil, and Publicis Brasil had not released quantified campaign metrics, audience reach figures, or commercial outcomes in any publicly accessible source reviewed for this analysis, including france.publicisgroupe.com, ipmark.com, or Nestle Com Br.
Structurally, the campaign is built for effectiveness. Launching first in Brazil, a market where Nestlé holds broad brand recognition and Materna is an established product name, gave the campaign a credible domestic foundation before its multinational expansion to Latin America and India. The multi-channel deployment across short film, social, out-of-home, digital, and influencer activity, as documented by france.publicisgroupe.com, maximises the probability of sustained audience contact rather than a single moment of exposure. The influencer activation layer is particularly well-suited to maternal health in Brazil, where peer trust and community recommendation carry significant weight in healthcare purchasing decisions.
The strategic broadening of the cravings concept to include emotional and social dimensions, as covered by ipmark.com, positions the campaign to generate conversation beyond paid media. Campaigns that reframe a category-level idea rather than simply promote a product tend to earn earned media and social amplification organically, though this cannot be confirmed without published data. Clapboard scores the Real Cravings campaign at 63 out of 100. The score reflects a campaign that is strategically sound, creatively purposeful, and well-cast for its multinational ambitions, but one that has not yet demonstrated the kind of distinctive craft or documented cultural impact that would place it in the highest tier of healthcare and women's health advertising globally.
Real Cravings is a 2025 Nestlé Materna campaign created by Publicis Conseil. It launches in Brazil before expanding to Latin America and India. The campaign reframes maternal cravings as emotional, social and professional needs across three life stages — preconception, pregnancy and postpartum — under the platform message Make It Your Own.
Director Cinzia Pedrizzetti directed the central short film for Real Cravings. Serena Aboutboul stated the choice of a female director was essential to authentically capture women's emotions across the stages of motherhood. This statement was published by Publicis Groupe France on February 7, 2025, according to france.publicisgroupe.com.
Publicis Conseil created Real Cravings for Nestlé Materna, working in partnership with Publicis Brasil. The campaign launched in Brazil in January 2025 and represents a multinational effort with planned expansion to Latin America and India, as confirmed by france.publicisgroupe.com and documented on clapboard.com.
Real Cravings launched first in Brazil before a planned international rollout to Latin America and India. No specific dates for those market launches were published at time of writing, per france.publicisgroupe.com. Brazil served as the foundational market given Nestlé Materna's established brand recognition in that market.
Clapboard scores Real Cravings at 63 out of 100. The score reflects a campaign that is strategically coherent and emotionally grounded, with a clear multinational brief and purposeful director choice, but one that has not yet demonstrated the distinctive craft or documented cultural impact of the highest-scoring healthcare campaigns on the platform.
Real Cravings runs across short film, social media, out-of-home placements, digital activity and influencer activation, according to france.publicisgroupe.com. This multi-channel structure gives the campaign both mass-reach cinematic impact through Cinzia Pedrizzetti's film and community-level resonance through influencer and digital layers relevant to maternal health audiences in Brazil and beyond.
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