Beloved Spirits Brand Unites Actress Rachel
Bilson And The O.C. Creator Josh Schwartz and Executive
Producer Stephanie Savage To Bring Back Summer Roberts In
Nostalgia-Fueled Campaign
NEW
YORK, June 26, 2024 /PRNewswire/ -- Today,
21SEEDS, the award-winning, female-founded infused tequila brand is
teaming up with Rachel Bilson and
Fake Empire to give millennial consumers what they want: a return
to The O.C. The new campaign, licensed by Warner Bros.
Discovery Global Consumer Products, stars Rachel Bilson reprising her role as the iconic
Summer Roberts crafting easy-to-make
cocktails with 21SEEDS, her drink of choice. Together, 21SEEDS,
Rachel 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 Josh Schwartz and Stephanie Savage were involved. I always say I
would do anything with them at the drop of a dime!" said actress
Rachel Bilson. "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 Josh Schwartz and Stephanie 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. When The O.C. originally 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 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 Roberts again. 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. For more information about 21SEEDS Infused Tequila, its
full range of flavors, and where to find them, please visit
21SEEDS.com.
21SEEDS encourages all 21+ consumers to enjoy their easy-to-mix
cocktails responsibly.
All episodes of The O.C. are available to stream on
Max.
About 21SEEDS Infused Tequila
21SEEDS Infused Tequila
was founded in 2019 by visionary female entrepreneurs Kat Hantas,
Nicole Hantas-Emanuel, and
Sarika Singh. Driven by a desire for
a smooth, flavor-rich spirit that marries simplicity with
unparalleled taste, 21SEEDS has emerged as an award-winning tequila
infused with real fruit juice. The brand stands as a beacon of
diversity, inclusivity, and unbridled joy, inviting individuals
worldwide to gather, connect, and create indelible memories with
exceptional 21SEEDS cocktails crafted for every occasion.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
About Fake Empire
FAKE EMPIRE is an
entertainment company founded by Josh
Schwartz and Stephanie Savage
in 2010. After meeting on The OC (Fox 2003-2007), the duo
co-created Gossip Girl (The CW 2007-2012) and started the company.
Soon after, they reunited with Rachel
Bilson on Hart of Dixie (2011-2015). Fake Empire has
produced over a dozen shows, including Chuck (NBC 2007-2011),
Marvel's Runaways (2017-2019), Looking For Alaska (2019) and six
series by first time showrunners. In 2023, Nancy Drew and Dynasty completed their runs on
The CW and City on Fire aired on Apple+. This is Schwartz and
Savage's first foray into the advertising space.
About Warner Bros. Discovery Global Consumer
Products:
Warner Bros. Discovery Global Consumer Products
(WBDGCP), part of Warner Bros. Discovery's Revenue & Strategy
division, extends the company's powerful portfolio of entertainment
brands and franchises into the lives of fans around the world.
WBDGCP partners with best-in-class licensees globally on
award-winning toy, fashion, home décor and publishing programs
inspired by the biggest franchises from Warner Bros.' film,
television, animation, and games studios, HBO, Discovery, DC,
Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With
innovative global licensing and merchandising programs, retail
initiatives, and promotional partnerships, WBDGCP is one of the
leading licensing and retail merchandising organizations in the
world.
PRESS CONTACTS
Factory PR:
21SEEDS@factorypr.com
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SOURCE 21SEEDS