• by Steve Ellwanger , August 22, 2022

Oui by Yoplait yogurt wants to help women find their “unicorn space” — and it’s not a reference to where a mythical, horse-like creature might hang out. 

The General Mills brand is partnering with actress Reese Witherspoon, her Hello Sunshine media company and author Eve Rodsky on an inspirational, three-part video series titled “Say Oi To Me.” 

The author of “Find Your Unicorn Space,” Rodsky and Witherspoon define that sphere as “the active pursuit of your creative purpose.” 

Each six-minute-plus campaign spot created by Hello Sunshine opens with Rodsky and Witherspoon trading notes before segueing into a one-one-one interview conducted by Rodsky. 

In one installment, mother-of-three Tonia talks about coping with the daily stress of being a stay-at-home mom and the relief that painting provides. 

Natalie relates how ballroom dancing gives her the exhilaration to stay hopeful and optimistic, while Rachel opts for outdoor activities like rock climbing. 

Hello Sunshine “puts women at the center of every story they create,” Susan Pitt, morning foods brand experience director at General Mills, tells Marketing Daily. “Oui by Yoplait shares similar brand values.” 

In addition to the video series, the multi-year partnership of Hello Sunshine and Rodsky includes unspecified digital giveaways and “virtual workshops.” 

In addition to Hello Sunshine’s YouTube channel, the campaign is running on Instagram in-feed posts on @ReeseWitherspoon, @HelloSunshine, @FairPlayLife, @ReesesBookClub and @EveRodsky along with Oui by Yoplait’s owned channels and website.