Reese Witherspoon unveiled Sunnie, a new initiative aimed at empowering Gen Z, during the Cannes Lions festival on Wednesday. Sunnie is a spin-off of her Hello Sunshine brand and aims to champion the creativity, curiosity, and agency of young women by providing them with resources and a supportive community to face life’s challenges and embrace their authentic selves.
The multifaceted brand will collaborate with a range of Gen Z influencers and celebrities, including actress and YouTuber Lana Condor, Canadian high diver Molly Carlson, and Raegan Revord from Young Sheldon. Sunnie has also formed strategic partnerships with notable organizations such as AnitaB.org, Child Mind Institute, IF/THEN Initiative, and Purdue University, which will act as its official university partner.
Sunnie’s offerings will include a diverse range of platforms such as social media content, digital publications, book clubs, educational materials, and live events. This announcement comes shortly after Witherspoon’s Reese’s Book Club signed a podcast agreement with iHeartMedia, highlighting the ongoing expansion of her brand’s influence.
Maureen Polo, head of direct-to-consumer at Hello Sunshine, emphasized the dynamic nature of today’s young women, noting that despite various pressures, they are embracing joy and proactively shaping their narratives. “They’re writing their own stories, setting boundaries, finding community… and yet, 75 percent say advertising rarely reflects how they actually talk, dress, or act,” Polo stated, underscoring the need for genuine representation in media.
Launched in 2016 by Witherspoon and CEO Sarah Harden, Hello Sunshine has already been successful with projects like Big Little Lies and The Morning Show. The brand was acquired by Candle Media in 2021, further solidifying its position in the industry.
Sunnie promises to resonate deeply with its target audience, providing content and experiences that mirror their lives rather than the perceptions adults may have of them. This initiative is a hopeful endeavor, aiming to forge a more inclusive space for young women to share their stories and connect authentically.