Kevin Jonas announced the birth of his newborn daughter Alena Rose with a tweet sponsored by a washing detergent company which bizarrely seemed to have sponsored the birth.
Laundry detergent firm Dreft had the proud honour of revealing the name - Alena Rose Jonas - and a snap of a tired mother and baby.
Dreft had the first picture of the baby and also live tweeted the birth. In a picture posted on the detergent's Twitter account with the caption 'On this day, a little star was born. Meet Alena Rose Jonas #babyJonas (sic), the baby is depeicted wrapped in a blanket while her mother looks on.
And Dreft appear to have been involved all the way through, tweeting updates throughout Danielle's labour.
The messages included 'Waiting to welcome #babyjonas to a world of amazing, gentle clean!,' 'We're as excited as you are! #BabyJonas,' and 'What a day! We'll bring you the first photo of #BabyJonas as soon as she's born (sic).'
On Kevin's Twitter account, he also promoted Dreft in tweets surrounding the birth, saying '#babyjonas is on the way!! Follow dreft for all the updates!!!!!!!!! It's showtime #thisisnotadrill (sic)
Hours before the birth he also tweeted "Love using @Dreft as we prepare for Baby Girl! Follow @Dreft for exclusive content from our growing family!#BabyJonas #DreftAmazingbBabyDays", as well as retweeting many of the company's tweets regarding the baby.
The new mother Danielle has also tweeted referencing the company many times.
She made reference to the firm's app for parents of newborns, writing: 'Don't know how I would keep track of anything for baby without the #DreftAmazingBaby Days app! #ad'