By Gary Symons
Editor in Chief
21SEEDS, the award-winning, female-founded infused tequila brand, is teaming up with Rachel Bilson and Fake Empire for a return to The O.C.
The new campaign is being launched under license from Warner Bros. Discovery Global Consumer Products, and features Bilson reprising her role as the 2000s TV icon Summer Roberts, crafting easy-to-make cocktails with 21SEEDS, her drink of choice.
Together, 21SEEDS, Rachel Bilson, and Fake Empire are toasting 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 Josh Schwartz and Stephanie Savage were involved,” Bilson said. “I always say I would do anything with them at the drop of a dime!”
The choice was made easier, Bilson said, because she’s a buyer and fan of the 21SEEDS brand. “Bringing back Summer has been fun, and I really joined the campaign because I was already a fan of 21SEEDS,” she said. “I may not be a professional mixologist, but 21SEEDS infused tequilas make it much easier to craft my favorite cocktails at home.”
21SEEDS and Fake Empire—run by Josh Schwartz and Stephanie Savage— are jointly 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.
When The O.C. launched in 2003, it quickly catapulted to cultural icon status. Viewers resonated with Summer Roberts as the ultimate bestie, who was witty, and always supported her friends. 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 partners say. 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,” said Adrienne Cuschieri, Business Director of 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.”
21SEEDS worked directly with Fake Empire, the production company co-founded by The O.C. Executive Producers Josh Schwartz and Stephanie Savage, to authentically bring the creative to life in partnership with Kimmelot Labs and Starpower. Anna Mastro, who was an assistant to Executive Producers on The O.C. pilot and has subsequently become a director of numerous episodes of TV and commercials, was tapped to direct.
The “Serving Summer” campaign includes three 15-second spots featuring fan-favorite callbacks to the show.
Episode 1, “The Spicy Delivery“ Stars 21SEEDS Cucumber Jalapeño alongside Summer Roberts as she has a spicy encounter with a bad boy from her past. Notice the choker?
Episode 2, “The VOC“ Features 21SEEDS Valencia Orange, as Summer welcomes a friend with an attempt at the show’s iconic catchphrase.
Episode 3, “The Paloma Party“ follows Summer as she mixes a Seed Paloma using 21SEEDS Grapefruit Hibiscus, while a familiar poolside meltdown unfolds.
“We’re very grateful to 21SEEDS for extending the opportunity to revisit our first project together to celebrate its 21st birthday,” said The O.C. creator Josh 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 Robertsagain. There are easter eggs hidden throughout, as well shoutouts to some memorable moments from the show.”
The 21SEEDS campaign starring Rachel Bilson will officially launch on Monday, July 1st via Hulu, Max, Peacock, other digital platforms, and the brand’s official Instagram profile @21seeds.