In the age of elaborate gender reveals and viral pregnancy announcements, Clearblue is betting that parents-to-be want their big news to shine — literally. The pregnancy testing giant has officially entered the chat with a glittering new product that promises to elevate your Instagram grid: the Clearblue Bedazzled Pregnancy Announcement Keepsake Stick. But before you run to the bathroom, there is one major detail you need to know. You can’t actually pee on it.
Clearblue unveiled the product on Instagram this week with a flashy campaign that leans hard into the "extra" energy of modern parenting. “Because your results deserve a little extra sparkle! ?✨” the brand captioned the post, showcasing the rhinestone-adorned stick.
Unlike standard tests that require a biological sample to detect hCG levels, this new release comes pre-loaded with a permanent "Pregnant" result on the screen. It is designed solely as a prop—a hygienic, camera-ready alternative to the traditional method of holding up a used medical device for a close-up.
While the internet’s reaction has been mixed, the product addresses a very real complaint among sentimental parents. Digital pregnancy tests are notorious for their short battery lives; the "Pregnant" screen typically goes blank within 24 hours, leaving parents without a physical memento of the life-changing moment.
View this post on Instagram"Yayyyy omg I can buy one ?? My tests keep fading this is the perfect keepsake," one enthusiastic follower commented, highlighting the practical appeal of a "forever" result that won’t disappear before the baby shower.
However, not everyone is sold on the idea of buying a "fake" test for the ‘Gram. The comment section on Clearblue’s announcement quickly turned into a battleground of opinions, with some users baffled by the concept of purchasing a medical prop.
“Wtf?. A keepsake of a test you never pissed on and automatically says pregnant?” one user wrote. “You can buy rhinestones and glue for 5 bucks Max and do it to your own test. This is ridiculous.”
Related: 75 Pregnancy Announcement Captions for Instagram
Others were baffled by the marketing targeting. “Dear insta, why did u decide I was in the target audience for this post,” another user joked, while a top comment simply reads, “We’ve reached peak consumerism.” Despite the skepticism, the "Keepsake Stick" taps into a market of parents who want the aesthetic without the "ick" factor. For years, some parents have purchased wooden replicas on Etsy to avoid showcasing a stick that has, well, been in a toilet.
By offering an official, sanitized, and bedazzled version, Clearblue is attempting to reclaim the announcement moment. Whether it becomes a staple in memory boxes or a passing trend remains to be seen, but one thing is certain: Instagram feeds are about to get a lot sparklier.
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