21SEEDS Revisits “The O.C.”

21SEEDS, a female-founded infused tequila brand, has teamed up with actor, Rachel Bilson and Fake Empire to return to the series, “The O.C.” in a new campaign.

Licensed by Warner Bros. Discovery Global Consumer Products, the three-part campaign stars Bilson reprising her role as the iconic Summer Roberts crafting easy-to-make cocktails with 21SEEDS, her drink of choice. Together, 21SEEDS, Bilson and Fake Empire toast The O.C.'s 21st birthday by tapping into early 2000s nostalgia with fan-favorite scenes from the hit series, infused with a tequila twist.

"When 21SEEDS called to ask me to step back into my role as Summer, it was an easy yes, especially when I heard [Fake Empire creators and “The O.C.” executive producers] Josh Schwartz and Stephanie Savage were involved,” says Bilson.  “I always say I would do anything with them at the drop of a dime! Bringing back Summer has been fun, and I really joined the campaign because I was already a fan of 21SEEDS. I may not be a professional mixologist, but 21SEEDS infused tequilas make it much easier to craft my favorite cocktails at home."

Together, 21SEEDS and Fake Empire—run by Schwartz and Savage— are tapping into 2000s nostalgia in a campaign that transports millennials back to one of TV's most popular shows, “The O.C.” According to a Kantar study, 81% of consumers enjoy when brands bring back sentimental products and trends. 21SEEDS seized the opportunity to lean into this trend appealing to an audience yearning for a revival. Bringing back Summer's character with 21SEEDS on The O.C.'s 21st birthday felt like the most symbolic way to celebrate the milestone and check in with a friend over drinks. The 21SEEDS "Serving Summer" campaign will serve as the brand's flagship seasonal campaign, showing the versatility of 21Seeds for a variety of summer occasions.

"Summer Roberts is the total embodiment of a true 21SEEDS fan - she's never too serious, brings everyone together, and is always down for a good time," says Adrienne Cuschieri, business director, 21SEEDS, "I can't wait to see how the campaign inspires our customers to connect over their favorite easy-to-make 21SEEDS cocktails and scenes from ‘The O.C.’" 

"We're very grateful to 21SEEDS for extending the opportunity to revisit our first project together to celebrate its 21st birthday," says Schwartz. "We're constantly asked about a reunion or where our characters would be now, and this felt like a fun way to hang out with Summer Roberts again. There are easter eggs hidden throughout, as well shoutouts to some memorable moments from the show."

The 21SEEDS campaign starring Bilson is streaming now on Hulu, Max, Peacock, other digital platforms, and the brand's official Instagram profile @21seeds.