Reese Witherspoon announced Sunnie, a spin-off focused on Gen Z of his Hello Sunshine label, at the Cannes Lions Festival on Wednesday.
Witherspoon described Sunnie as “a celebration” of creativity, curiosity and the agency of young women, “giving them the tools and the community to navigate the challenges of life while kissing their authentic self.”
The Multiplateforme brand will present collaborations with creators and celebrities of generation Z such as YouTuber Lana Condor, High Diver and Social Media Personality Mollly Carlson, and Young sheldon Actress Raegan Read. The group has announced strategic alliances with organizations such as Anitab.org, Child Mind Institute, If / Then Initiative, and Purdue University, which will serve as an official university partner of the brand.
The Sunnia ecosystem will cover social content, digital zines, reading clubs, a personalized program program and real events. The initiative was announced one day after the Reese reading club of Witherspoon signed a podcast agreement with Iheartmedia.
“Young women – despite the many pressures they face – intentionally create a space for joy,” said Maureen Polo, direct consumer manager at Hello Sunshine. “They write their own stories, set limits, find a community and adopt digital and real connections on their terms. And yet, 75% say that advertising rarely reflects how they speak, dress or act really – a clear signal that the industry still does not really see them.
Launched by Witherspoon and CEO and Sarah Harden in 2016, Hello Sunshine produced a television series such as Big little lies And The morning show. It was acquired by Kevin Mayer and the Candles media from Tom Staggs in 2021.
