Multinational consumer goods corporation Procter & Gamble is attempting to trademark popular internet acronyms used by Millennials.
AdAge reports that the American company applied to the The U.S. Patent and Trademark Office to trademark terms such as “LOL” (Laugh out loud), “FML” (F*** my life), “WTF” (What the f***) and “NBD” (No big deal).
The consumer good giant is seeking permission to use the acronyms on liquid soap, dishwashing detergents, hard surface cleaners and air fresheners.
P&G has yet to comment but the move is thought to be an attempt to make P&G products more appealing to Millennials.
Board member Nelson Peltz told CNBC last September that younger consumers do not want “one-size fits all” brands, claiming that they want brand they have an “emotional attachment to”.
The Patent and Trademark Office has requested clarification regarding the applications that were made in April. P&G has until January to respond.
