LOL! Proc­ter & Gam­ble wants to trademark LOL

The Malta Business Weekly - - INTERNATIONAL -

Proc­ter & Gam­ble has ap­plied to trademark acronyms that are com­mon in text speak.

If suc­cess­ful, terms in­clud­ing "LOL" (Laugh Out Loud), "NBD" (No Big Deal) and even WTF (too rude to spell out here) could be used to mar­ket prod­ucts.

The global house­hold prod­ucts com­pany ap­plied to use the acronyms in soap, de­ter­gents and air fresh­en­ers.

P&G reg­is­tered the trademark ap­pli­ca­tions with the US Pa­tent and Trademark Of­fice in April.

The prod­ucts would be sold along­side well known brands such as Fe­breze, Fairy and Mr Clean.

It seems the firm be­lieves that un­der thirty-fives can be per­suaded to buy its prod­ucts if they're branded with slang lifted from text speak.

And tech savvy mil­len­ni­als are an im­por­tant po­ten­tial con­sumer group for pack­aged goods com­pa­nies.

Col­lec­tively, mil­len­ni­als (the group born around the turn of the mil­len­nium and of­ten re­ferred to as Gen­er­a­tion Y) in the US alone, are ex­pected to in­crease their an­nual spend­ing to $1.4tr by 2020, ac­cord­ing to the sta­tis­tics por­tal Statista.

But P&G's ap­pli­ca­tions have not yet been ap­proved and are still "TBD" (To Be De­cided).

The change in brand strat­egy may have come from ac­tivist in­vestor, Nel­son Peltz, who joined the P&G board in March.

Last Septem­ber, he told CNBC that younger con­sumers do not want "one size fits all" brands but prod­ucts that "they have an emo­tional at­tach­ment to".

Per­haps, these con­sumers - when faced with a pile of dirty dishes, un­washed socks and a grimy bath­room - al­ready have just those words in mind.

The ap­pli­ca­tions were first high­lighted by Ad Age which pointed out that other brands, which might have wished to adopt the terms, are now faced with "FOMO" (that's "Fear of Miss­ing Out" in case you didn't know).

Newspapers in English

Newspapers from Malta

© PressReader. All rights reserved.