What Do You Think of This Corporate-Sponsored Pregnancy Announcement?
Who's been following the celebrity social media feud over one star's corporate-sponsored pregnancy announcement?
To recap, here's what went down: Tamera Mowry posted on Instagram that she is expecting her second baby. In the cute pic, she's holding a positive Clearblue pregnancy test. The caption says, "We are thrilled to announce we are #ClearblueConfirmed! Can't wait to meet baby #2! Love Clearblue's pregnancy test with Smart Countdown. It helped me get through the wait to get my result by counting down with me. #spon" ("Spon" is short for "sponsored," BTW, so she was upfront about it.)
That prompted a response from Chrissy Teigen, who is never one to shy away from Twitter controversy. She tweeted, "How much money does clearblue pay celebs to instagram their piss sticks this seems lucrative." Oh yes, she did. And she went on to say that many other celebrities have gone the same route as Mowry.
You know what? I'm with Teigen on this one—but only to a point. As a new mom to twins, I know that every dollar counts. (Trust me, I know.) Accepting sponsorships is part of celebrities' honest living, and part of their reality. And I would be happy to partner with an appropriate sponsor to back products and services that I really believe in when it comes to my pregnancy and my babies. This is the way the modern world works, particularly in the era of social media.
But the way Mowry did it just seems downright tacky, and I can't get past that point. A pregnancy announcement seems like a sacred thing to me, not a #spon thing. Revealing such personal news in such a corporate way—right down to the pat marketing language—just leaves a bad taste in my mouth. If it were my sponsorship opportunity, I would have posted my personal news in a personal way, then followed up with other photos or endorsements of Clearblue, or other brands that felt truly relevant to my experience of pregnancy, mentioning them in interviews or social media in a more organic way. That would have been subtler and classier, IMO.
But you tell me—is it cool for celebs to accept corporate sponsors for pregnancy announcements?
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Photo courtesy of Instagram/TameraMowryTwo