Congratulations to P&G and Kevin Jonas for a deal that is as bizarre as it is crass. In this day and age it might be common for celebrities to sell the rights to what most would think were private life events, but this is surely a step further than having Hello! cover your wedding.
‘#BabyJonas is on the way!! Follow Dreft for all the updates!!!!!!!!’ tweeted the former member of sibling pop band the Jonas Brothers. His wife Danielle had been busy tweeting during the pregnancy about how excited she was to be using the detergent. Meanwhile Dreft has been sharing news of the birth via its Twitter and Facebook accounts: ‘What a day! We’ll bring you the first photo of #BabyJonas as soon as she’s born.’ The deal left it to the brand to announce via social media the baby’s name and release the first image.
Dreft seems to have associated itself with the epitome of tactless, sell-out celebrity bullshit. This partnership may have attracted some attention, but not much that’s positive.