Oui by Yoplait teams with Reese Witherspoon and Eve Rodsky to embolden women

A new content series created by General Mills-owned Oui by Yoplait – in partnership with Reese Witherspoon’s media company and best-selling self-help author Eve Rodsky – follows the stories of three real women embracing their creative sides and making time for themselves.

French-style yogurt brand Oui by Yoplait today announced a new partnership with Hello Sunshine, actress Reese Witherspoon’s media firm. The goal? To uplift women and encourage them to ‘Say Oui’ (‘yes’ in French) to themselves and live intentionally.

‘Say Oui’ will center around a new video series featuring Witherspoon, who will star alongside Eve Rodsky, the best-selling author of Fair Play and Find Your Unicorn Space – books designed to help women set meaningful goals, rediscover their creativity, go after what they want and live more balanced lives.

Part of a multi-year partnership, the series will see Witherspoon and Rodsky help real women in different chapters of their lives to realign their priorities and cultivate creativity. The series tells the inspiring stories of three women: a stay-at-home mom makes time to pursue her passion for painting; a woman finds everyday hope and joy in ballroom dancing; another takes a leap of faith and tries out rock climbing.

“I know firsthand how difficult it can be to carve out time to make space for yourself,” Witherspoon said in a statement shared with The Drum. “This partnership and video series are so important as they will inspire women to find their creative passions and say ‘yes’ to themselves every day.”

The project embodies the values of both organizations, according to Susan Pitt, morning foods brand experience director at Yoplait parent company General Mills. “Oui by Yoplait believes in women saying ‘yes’ to carving out the time to explore their passions and what makes them uniquely them, which is aligned with Hello Sunshine’s ethos and why we are so excited to partner,” she tells The Drum. “We’re thrilled to work with Reese and Eve to bring these impactful stories of women ‘saying oui’ to life and inspire more acts of intention.”

The program includes a multi-channel campaign that includes not only the new video series – to be hosted on Hello Sunshine’s YouTube Channel – but also digital and social placements, opportunities to participate in virtual workshops, special giveaways and forthcoming product launches. Oui by Yoplait will also debut owned content on its channels and website to augment the special series.

(The Drum)