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Reese Witherspoon introduced a new Gen Z–focused brand titled ‘Sunnie’ at the Cannes Lions festival, positioning it as a fresh extension of her media company, ‘Hello Sunshine’. She explained that the initiative aims to empower young women by nurturing their creativity, curiosity, and sense of agency, while offering them tools and a supportive community to navigate life and embrace their true selves.
Conceived as a multi-platform initiative, ‘Sunnie’ will feature partnerships with various Gen Z influencers and public personalities. Among the first to join are actress and YouTuber Lana Condor, Canadian high diver and social media influencer Molly Carlson, and actress Raegan Revord of ‘Young Sheldon’. In addition, strategic partnerships have been announced with organisations such as AnitaB.org, the Child Mind Institute, the IF/THEN Initiative, and Purdue University, which will act as the brand’s official university collaborator.
The broader ‘Sunnie’ ecosystem is set to include everything from social media content and digital zines to book clubs, tailored educational material, and live events. The brand’s launch comes just a day after Reese’s Book Club announced a new podcast partnership with iHeartMedia.
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Maureen Polo, head of direct to consumer at Hello Sunshine, highlighted the importance of authenticity when engaging with young audiences. She noted that despite facing numerous pressures, young women are intentionally making space for joy, establishing boundaries, and building community in both digital and real-world environments. However, she also pointed out that the advertising industry still struggles to represent this demographic accurately, with 75 percent of young women stating that current campaigns rarely reflect how they truly speak, dress, or behave. Polo added that ‘Sunnie’ would seek to bridge this gap by offering content, education, and experiences that genuinely align with their everyday lives.
Hello Sunshine’s Journey from Hit Series to Candle Media Acquisition
Hello Sunshine, co-founded by Witherspoon and CEO Sarah Harden in 2016, has previously been behind hit series like ‘Big Little Lies’ and ‘The Morning Show’. The company was acquired by Candle Media, led by Kevin Mayer and Tom Staggs, in 2021.
