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Some insiders say Lady Gaga’s sudden weight gain — and loss — may be connected to plans for a bottled-water brand.
Call her Lady Agua.
Just weeks after photos surfaced of Lady Gaga looking thick around the middle, Confidenti@l has learned the pop superstar is on the verge of launching a “healthy drinking water brand” that will be floated out through a multimillion-dollar global advertising campaign.
“Gaga has been at the center of a lot of attention over her weight increase,” a spy tells us. “Losing her weight in such a short time and launching a healthy water drink may be part of a plan.”
According to Hollywood correspondent James Desborough, designers at the Haus of Gaga creative team are putting the finishing touches on Gaga’s bottled water marketing campaign. The shape of the bottle remains a closely guarded secret among a small team of executives, under Gaga’s orders.
“Everyone at Gaga HQ is keeping very tight-lipped. There are plans being prepared for marketing strategies,” says our snitch.
This news comes a month after Gaga launched her “Fame” perfume with a party at the Guggenheim Museum, where she cocooned inside a giant version of the bottle. It had finger holes, which allowed fans to reach in and touch her.
“We know that the water drink is due out in the near future,” says our insider. “No one has seen prototypes of the bottle.”
“Gaga water is something that has been in the pipeline for a few months, and now things are really gearing up to an announcement and high-profile launch.”
As much of an innovator as Gaga is, she’s following rapper 50 Cent’s lead on pimping bottled water. In 2004, Glaceau VitaminWater offered Fiddy a minority share of the company and later let him create his own concoction, grape-flavored, vitamin-enriched Formula 50. When Coca-Cola purchased Glaceau in 2007, Forbes magazine estimated 50 Cent cleared $100 million, which put him at the top of its “Hip Hop’s Top Earners” list.
If Gaga’s water brand succeeds, it may buoy her back to the top of Forbes “Celebrity 100” ranking, where she was in 2011 after earning $90 million. This year, her relatively paltry $52 million income landed her in fifth place, while J.Lo skyrocketed to Forbes’ No. 1 spot.
Lady Gaga’s reps didn’t respond for comment.
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Read more: http://www.nydailynews.com/entertain...#ixzz29ej18iFR
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