NY Post

WTF? Packaged Goods and Ad Giant Procter & Gamble Comes Up With a Way to Appear Cool

Aug 24, 2018  •  Post A Comment

In an apparent attempt to change its image as “the decidedly uncool consumer giant,” Procter & Gamble has applied to trademark millennial-friendly Internet acronyms including “LOL,” “WTF,” “FML” and “NBD,” The New York Post reports. The huge marketer apparently wants to use the terms on soap and cleaning products.

“The decidedly uncool consumer giant, whose brands include Crest toothpaste and Febreze, applied for the trademark in April for use on liquid soap, dishwashing detergents, hard surface cleaners and air fresheners,” The Post reports, adding: “The company refused to explain to The Post what it wants with the terms — which, respectively, stand for ‘Laughing out loud,’ ‘What the f–k?,” “F–k my life” and “No big deal.”

But the report notes that “new board member Nelson Peltz has blasted the multinational for its aging brands and failure to capture the millennial market — noting in a report that a brand like Gillette is a dinosaur compared to hip upstarts like Harry’s and Dollar Shave Club that boast huge social media followings.”

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