Partnership beyond the grave: Olivia Newton-John’s team ‘cashing in’ with Weight Watchers deal

Fans of Olivia Newton-John have slammed the team who have taken over the late singer’s social media for “cashing in” on “tacky” collaboration with Weight Watchers.

Two years after her death, Dame Olivia Newton John’s Instagram has been taken over by her agent, and her estate has signed a deal with weight loss giant Weight Watchers.

In what’s been branded a ‘beyond the grave partnership’, her agent of 27 years, Michael Caprio, has told Sunday Confidential the Weight Watchers collaboration was sanctioned by her team and that, “this is all done with the estate and her label, Primary Wave”.

On December 27, Newton-John’s account - that Confidential has been told is being run by Caprio - shared a photo and caption which read, “Surprise! Our brand-new campaign is here and we’re thrilled to partner with the estate of the legendary Olivia Newton-John to unveil it. We hope you enjoy our twist on her classic hit Physical and you can follow her page for WW-friendly activations all month.”

Olivia Newton John’s Instagram has been taken over by her agent, and her estate has signed a deal with weight loss giant Weight Watchers. Picture: Facebook

It seems some of ‘ONJ’s’ fans aren’t too happy about her management’s decision to partner with a brand she has previously had no affiliation with - with many taking to the comments section to voice concern.

“What is happening to Olivia’s legacy? So tacky and sad.” billy—bee wrote. “This is awful. Anything to make a buck,” wrote another follower, with another commenting: “Oof, this feels like it misses the mark”.

Olivia Witt took to Facebook with her feedback: “I am unfollowing this page. It was once a very lovely community with fans talking about their love for Olivia and her music. Now it’s just trying to cash in.” Andrew Brown typed, “RIP Olivia Newton-John, it’s a pity the vultures are cashing on (sic).

Caprio did not respond to Confidential’s questions on where the funds raised go, or whether the partnership with WW was organised prior to her death. John died on August 8, 2022 after a long journey with breast cancer.

Comments on Olivia Newton John’s Instagram page which has been taken over by her agent. They are collaborating with Weight Watchers. Picture: Instagram

John, considered one of Australia’s most iconic entertainment personalities, died on August. 8, 2022 after a long journey with breast cancer, which was first diagnosed in 1992.

When she died, she left behind a legacy as one of the top-selling artists of her time.

It’s estimated she died with a net worth of around $US60 million ($A85.9 million), which she accumulated through her businessventures, and illustrious singing and acting career, which she later parlayed into her activism.

During her career, Newton-John appeared in 15 films and released 26 studio albums, including six soundtracks and 70 singles.

Her only child, daughter Chloe Lattanzi, this week shared an Instagram video stating that she has moved from California to Florida, as “California was too expensive”.

“We are officially in our new home in Florida,” she said in an Instagram live video,” she said.

“The price is ridiculously affordable. We left California because it was too expensive. This is amazing. Everything has just been flowing, We have been divinely lead here.

“I will fly back to California for work, but we will live here for James’ work. I am so filled with gratitude and joy.”

Originally published as Partnership beyond the grave: Olivia Newton-John’s team ‘cashing in’ with Weight Watchers deal