We don’t hear much of those Jonas brothers anymore, but when we do it’s pretty good stuff, like the time Joe Jonas said that Miley Cyrus got him stoned when she was 14. Anyway, the latest news from everyone’s favourite now-defunct Disney-endorsed Christian teen rock band of brothers is that Kevin Jonas and wife Danielle announced the name of their daughter via a washing detergent’s social media platforms. Seriously.
In plain old FFS news, when Danielle went into labour, Kevin tweeted: ‘Babyjonas is on the way!! Follow dreft for all the updates!!!!!!! It's showtime #thisisnotadrill,’ Then Dreft – the washing powder company – tweeted a photo of Danielle and their newborn baby, Alena Rose Jonas.
This wasn’t the first time Kevin had tweeted about the powder. Three days ago he posted: ‘Love using @Dreft as we prepare for Baby Girl! Follow @Dreft for exclusive content from our growing family!#BabyJonas #DreftAmazingbBabyDays.’
Though celebrities have been selling their brand-new baby photos to magazines for years, this is the first instance that a baby’s birth has been so blatantly sponsored by a company. In a way, it upholds a long celebrity tradition, that soap and celeb are intertwined. (Did you know that the reason we call TV soaps ‘soaps’ is because that over in America, where they had TV advertising long before we did, soaps would sponsor programmes, not only having their adverts in the breaks but also having their products used by the happy-go-lucky housewives in the shows?) So, yeah, maybe this was all just destined to happen.
This news isn't just bizarre it's actually part of an entire marketing campaign from Dreft that's considered so seriously that it’s being discussed by an advertising trade marketing magazine. ‘It's part of the thinking that we don't have to count on traditional media any more,’ one of Jonas's people told Ad Week.
They wouldn’t, however, reveal how much money Kevin and Danielle had received in return for letting Dreft having the first look at the first photo of their newborn baby. We’re sure the pair cleaned up, though. (Sorry).
This article originally appeared on The Debrief.