14/08/2014 16:58 BST | Updated 20/05/2015 10:12 BST

Kevin Jonas Welcomes Baby - Sponsored By Washing Powder!


Kevin Jonas, former member of Disney channel hitmakers The Jonas Brothers, has shocked fans awaiting the birth of his first child with wife Danielle Deleasa by letting US detergent brand Dreft sponsor the event on Twitter.

The first hint came before Danielle went into labour with new arrival Alena Rose, with Kevin tweeting to over 4 million followers: 'Love using @Dreft as we prepare for Baby Girl! Follow @Dreft for exclusive content from our growing family!#BabyJonas #DreftAmazingbBabyDays'.

Tasteless? Perhaps. But celebrities promoting a product on their social media is so common as to be unremarkable these days. What is more surprising, however, is that even once Danielle had gone into labour the Jonas Brothers star continued to namedrop Dreft - inviting fans to 'follow dreft for all the updates!' on the birth, which he hashtagged '#babyjonas'.

And the Twitter page for the washing powder saw a string of live-tweets posted throughout the evening giving updates on the birth of 'baby Jonas' not-so-seamlessly paired with Dreft's advertising spiel.