Jello Makes Popular FML Hashtag G-Rated

It’s common practice for brands to try to insert themselves into social media conversations via trending topics and hashtags on Twitter. But rarely do brands pull this maneuver off in a clever, entertaining way — usually it just reeks of cheesy desperation. Jello is the latest brand to unsuccessfully try its hand at the hashtag hijack.

Everyone knows the popular saying/hashtag/shorthand “FML”– for all of you who don’t, it stands for “fuck my life.” People usually attach these three letters to the end of tweets or Facebook posts about things that just aren’t going their way. Jello for some unknown reason has taken it upon itself to turn FML into something positive and “fun.” The brand has started a “Fun My Life” campaign to respond to all of those glum people tweeting things out with the #FML hashtag.

Jello responded to select FML tweeters with cheesy responses and lame gifts. For example, in response to Katie Shueman’s tweet about the toilet overflowing, Jello responded with:

 

Jello has collected some of its FML tweet responses on its Jello Fun My Life site. They are all awkward and cheesy. I don’t think anyone anywhere ever thought to themselves, “Hey, I really wish a brand would come up with a response to some of my FML tweets.” Especially not with kindergarten-style messaging about “fun!” Brands, please don’t impose yourselves on hashtags. It’s never a good look.

 

Image via Shutterstock

https://staging.digiday.com/?p=39530

More in Marketing

In the marketing world, anime is following in the footsteps of gaming

As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years. 

With the introduction of video ads and e-commerce, Roblox looks to attain platform status

Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.