Have we finally learned how the supermodels over at Wilhelmina stay so thin? The announcement that Wilhelmina Models, the talent management firm founded by the late Wilhelmina Cooper, has inked a deal to partner with TrimWater, a four-calorie diet drink has us thinking about this co-branding partnership.
Does this brand fit the Wilhelmina profile? In a sense, yes, since the perception often associated with models is thinness and beauty. The announcement today also kept Wilhelmina’s stock on the mend given this economy. I'll be watching what the communications strategy will be for this mega-model firm to guide the beverage brand into an aspirational product. The beauty and fitness industry is abuzz lately with "beauty inside out" positioning that this could potentially be a success for both parties.
TrimWater is also set this fall to be the official sponsor of the Hamptons International Film Festival, now in its 17th year.
I am curious to see how this will play out with their co-branding, what are your thoughts? Email me!
