It's a well-known saying that when you're given lemons, make lemonade. A less well-known saying: when you're given a celebrity train wreck, make viral marketing.

That's the thinking of L.A. Beverage Group, in a million dollar offer for the recently disgraced and never hotter or more in demand Carlos Irwin Estevez, better known to America as "Charlie Sheen."

But Sheen's recordbreaking arrival on Twitter suggests the actor has other endorsement ideas in mind.Continue reading...

Watching Charlie Sheen join Twitter today — at the rate of 500 followers added per second, by one estimate — has been a fascinating demonstration of personal branding in the age of social media.

His first tweet included two made-up hashtags (#winning and #chooseyourvice), a twitpic showing two beverage brands to make a visual pun.

Girlfriend/porn star Bree Olson holds a Naked Juice while Sheen holds a childlike innocent drink (chocolate milk) from a family-run California dairy that's so teeny it doesn't appear to have a website: Broguiere's Farm Fresh Dairy, whose beverages are beloved by gourmands and earned Sheen praise from those in the know.

His first bio description, "Unemployed Winner," riffs on his "Winning" mantra about his self-described rockstar lifestyle and choices. The first batch of people that he's following includes Howard Stern and CNN's Piers Morgan, both of whom interviewed him this week; live-in "goddess" Olson; and actress Alyssa Milano.

As he prepares to respond on Twitter tonight to a 20/20 special on ABC, round one goes to ... @charliesheen.

Charlie Sheen attracts 500 new followers per second as he gets ready to bring the crazy to Twitter. Update: he tweeted! And uploaded a twitpic in his first tweet, no less. No word on how Naked Juice and Broguiere's Farm Fresh Dairy chocolate milk feel about being Sheen's "choose your vice" stand-ins.

In other celebranding news:

Bono swoops in to address Spider-Man on Broadway woes.

Bristol Palin is writing a book.

Christina Hendricks pitches Vivienne Westwood.

Emma Watson used as lure for Facebook "clickjacking" scam.Continue reading...