08.24.18
Apparently, you can teach an old dog new texts. Procter & Gamble has applied to trademark Millennial-friendly internet acronyms including LOL, WTF, FML and NBD for use on detergent and cleaning products. The staid 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 company wouldn't reveal plans for some of the risque acronyms, but observers speculate it might be one way for P&G to shake off its boring image. The Post noted 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 hasn't aged well compared to upstarts like Harry’s and Dollar Shave Club that boast huge social media followings.
Earlier this year, P&G also applied to trademark the phrase “Got sag? Get swag,” which it used to advertise Downy detergent.
