Dive Brief: 

• In what appears to be a first time case, birth announcements for Kevin Jonas and his wife Danielle will be made by Procter & Gamble laundry detergent brand Dreft. 
• The couple signed an exclusive deal with the brand to reveal content and report on the birth of their first child through social media. 
• A baby introduction deal has typically been the business of celebrity publications like People and OK! Magazine, but the Jonas deal could set a precedent for future celebrity parents. 

Dive Insight: 

At first glance, a brand deal like this seems a bit intrusive and odd, but it really isn't much different than selling first photos to a tabloid. With an exclusive deal like this one, the celebrity parents likely have more control on what is reported. Of course, there is also the factor of money — though the financial terms of this deal haven't been revealed and the brand could stand to offer much more capital than publishers.