Procter & Gamble, the household products company, has applied to trademark acronyms common in textspeak including “LOL” and “WTF”.
If successful, the terms could be used to market products such as soap, detergents and air fresheners in order to attract younger consumers.
P&G registered the trademark applications with the US Patent and Trademark Office in April. The newly branded products would be sold alongside well known items such as Febreze, Fairy and Mr Clean.
Alongside LOL (laughing out loud) and WTF (what the fuck), other acronyms P&G has applied to trademark are NBD (no big deal) and FML (fuck my life).
The company’s applications have not yet been approved. According to Ad Age, the trademark office has requested clarification regarding the applications and P&G has until January to respond.
That “If” in “If successful.”
Not a hope in hell it will be.
Trademarks aren’t a first come, first served, you get to collect any interesting looking phrase. There’s got to be some connection with the product, even some origination story. As with patents, something that’s already in common use ain’t gonna make it.
Either that or we need to take some .50 calibres and deal with the patent and trademark office.