The acronym “lol” has been around since the late ’90s at best, and it’s probably older than that. NBD is another one that’s probably been around since the ’70s. P&G is also trying to trademark “WTF” and “FML” as well. The company owns a lot of brand you probably use daily. Bounty, Charmin, Crest toothpaste, Downy laundry detergent, etc.
Why is a cleaning chemical company trying to trademark commonly used acronyms? Marketing, of course, according to the patent that was filed. Procter & Gamble want to use the acronyms on dishwashing soap and a couple other cleaners. I know, it’s sort of a wild idea, but it’s an exercise to try and get some more customers for their products. See, millennials don’t seem to be buying their stuff – they’re going after the smaller or local brands. P&G hopes that by appealing to a younger demographic, they’ll pick up a significant amount of sales.
I’m not going to lie though, having “FML” branded dish soap would be a great conversation piece. Or “WTF” air-freshener in the bathroom would always be a great “lol.” P&G has also trademarked, at least they’re trying to, the phrase “Home Made Simple,” which makes me think they’re releasing a special sub-brand for these products. Reports say that the trademark office asked P&G for some “clarification” on those phrases and acronyms, so we’ll see if they’re even allowed to. See some more information about the filing over here.