Reese Witherspoon introduced Sunnie, a Gen Z-focused spin-off of her Hi there Sunshine label, on the Cannes Lions competition on Wednesday.
Witherspoon described Sunnie as “a celebration” of younger ladies’s creativity, curiosity and company, “giving them the instruments and group to navigate life’s challenges whereas embracing their genuine selves.”
The multi-platform model will characteristic collaborations with such Gen Z creators and celebrities as YouTuber Lana Condor, Canadian excessive diver and social media character Molly Carlson, and Younger Sheldon actress Raegan Revord. The group introduced strategic alliances with organizations together with AnitaB.org, Little one Thoughts Institute, IF/THEN Initiative, and Purdue College, which is able to function the model’s official college companion.
The Sunnie “ecosystem” will span social content material, digital zines, guide golf equipment, customized curriculum, and real-world occasions. The initiative was introduced a day after Witherspoon’s Reese’s Ebook Membership signed a podcast take care of iHeartMedia.
“Younger ladies – regardless of the various pressures they face – are deliberately creating house for pleasure,” mentioned Maureen Polo, head of direct to shopper at Hi there Sunshine. “They’re writing their very own tales, setting boundaries, discovering group, and embracing each digital and real-world connections on their phrases. And but, 75 p.c say promoting not often displays how they really discuss, gown, or act — a transparent sign that the trade nonetheless isn’t actually seeing them. Sunnie will assist and amplify these efforts, offering content material, curriculum, and experiences that resonate with how they really stay their lives, not how adults assume they do.”
Launched by Witherspoon and CEO and Sarah Harden in 2016, Hi there Sunshine has produced such TV collection as Massive Little Lies and The Morning Present. It was acquired by Kevin Mayer and Tom Staggs’ Candle Media in 2021.