In October two celebrities posted pictures of their positive pregnancy tests on Twitter. Kendra Wilkinson—former Playboy bunny, now on WEtv’s Kendra on Top—tweeted, “Round two. Here we go!! :)” on Oct. 31 with the hashtag #ClearblueConfirmed. She included a smiling selfie featuring a Clearblue Advanced Pregnancy Test with Weeks Estimator, which confirmed she was more than three weeks along. This was quickly retweeted 1,500 times, and more than 5,000 fans marked it a favorite. Nine days earlier, Melissa Rycroft, erstwhile Bachelor contestant, tweeted using the same hashtag about expecting her second child. The post was sandwiched between musings on Funyuns and hair conditioner.
Clearblue’s Weeks Estimator, which hit stores in May, uses new technology that informs if you’re one-to-two weeks, two-to-three weeks, or three-plus weeks pregnant. Standard kits test urine for the hCG hormone—if it’s there, you’re with child—but this innovation measures the concentration of that indicator. And while it may seem bizarre for Clearblue to advertise a new product by having D-list celebrities tweet pictures of pee sticks, it’s actually smart marketing.