With water being the latest "designer drink," I confess to being a long-time fan of non-sodium ridden bubbling water. That makes me an avid Perrier water (on the rocks with a wedge of lime) advocate.

I couldn't help but notice that last month, Perrier came out with a limited edition line of -- get this! -- contemporary queen of retro glamour pinups, Dita Von Teese, bottles and cans. And that's far from all!

Dita's followers on Twitter and FourSquare have been alerted via cryptic messages that she checked into a mysterious mansion -- in France, naturally. There's an unspoken goal of ramping up Dita's Facebook friends, while encouraging fans to quench their thirst with Perrier.

To visit the mysterious mansion and share Dita's experiences, all you need do is surf on over to http://www.PerrierbyDita.com. This web address is also printed on the sides of the limited edition cans and bottles (attached).

Before entering, prospective visitors are warned that some of what's seen might be upsetting to under-aged eyeballs. That's why the intercom commands that you input your birthday to gain entry to playing the special interactive Dita game.

You'll discover it blends Dita the seductress, burlesque practitioner, and glamour model -- if you find her in the mansion. If and when you do find her, you can take Polaroids and play a special game of dice.

Try to be rude and you'll be evicted from the mansion! In other words, don't be like Weegee, who tried to cop a feel while shooting Bettie in her bathtub. All it got for Weegee was immediate termination of the photo shoot. By the way, if you own any of those long talked about Weegee / Bettie / bathtub photos, post 'em to this Forum!

This sexy attempt at branding comes from the minds and hearts of Ogilvy Paris. They decided to bring Dita's existing fanbase to the brand, rather than try to affix a celeb to a brand, as is the norm.

And what does this branding approach have to do with Bettie? Dita originally found inspiration in Bettie's photo legacy.... and with Bettie being a brand in her own right, can't help but wonder how long it might be until someone uses software to expand sales on an as yet-to-be-determined product, having Bettie's charisma reach out to her existing fanbase.