21Seeds Brings Back The O.C.'s Rachel Bilson for Nostalgic Ad

Female-founded tequila brand 21Seeds has launched a new campaign starring The O.C.'s Rachel Bilson reprising her role as Summer Roberts to bring on the nostalgic vibes this summer.

Made together with Fake Empire and run by The O.C. executive producers Stephanie Savage and Josh Schwartz, a series of spots celebrate the modern soap opera's 21st anniversary with a "tequila twist."

 

 

 

 

 

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81% of consumers enjoy brands bringing back sentimental products and trends, according to research conducted by Kantar. This is why 21Seeds pushed to launch a campaign that taps into the nostalgia millennials have for the award-winning show that launched in 2003. 

Bringing back Bilson as Summer Roberts was the tequila brand's way of celebrating the show's birthday, all while bringing awareness to its craft-infused tequila this summer season. 

"Fans of The O.C. have long requested a revival," said Adrienne Cuschieri, 21Seeds Business Director.

When the brand realized the show was celebrating its 21st birthday, it was a "no-brainer" to partner with Bilson as Summer Roberts, who Cuschieri believes is the "total embodiment of a true 21Seeds fan." When we realized the iconic show was celebrating its 21^st birthday, it was a "no-brainer to partner."

Bilson also shared her experience working on the campaign, saying that upon receiving the call from 21Seeds, she instantly said yes, especially when she heard that Schwarts and Savage would be involved. 

"I always say I'd do anything with them at the drop of a dime! Bringing back Summer has been fun, and I joined the campaign because I was already a fan of 21seeds," she explained. 

The Return of Summer Roberts

The campaign is marked by several spots just enough to spark some serious nostalgia among fans of the show. 

"Spicy Delivery" kicks off with The O.C. theme "California," as Roberts receives a knock on her door from a man. He presents her with a bottle of 21Seeds tequila. She then asks him to stay for a "delish" Spicy Margharita, but the man declines, saying his next delivery is in Chino. 

"The V.O.C." sees someone asking Roberts if what she's making is a 21Seeds-infused tequila. "Welcome to V.O.C. bitch," she replies, much to the woman's surprise. Roberts clears the air, saying that V.O.C. actually stands for Valencia Orange Cocktail, before saying another cuss word. 

Finally, "The Paloma Party" sees the girl of Newport enjoying a cocktail by the bar with a friend before a woman by the pool throws a bench into the water. "What's with her?" the friend says, to which Roberts responds with "she missed her yoga-lates class." 

"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 as shoutouts to some memorable moments from the show," Schwartz concluded.

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