Jello, whose slogan used to be “Watch it wiggle, see it jiggle. Cool and fruity, Jell-o brand gelatin,” is trying to rebrand itself by trying to take over the popular Internet term and acronym “FML”. FML, as nearly everyone knows, stands for “F*ck my life”, but Jello (and parent company Kraft and ad agency Crispin Porter) want to change that to mean Fun My Life, instead.
To help facilitate the takeover, Jello is running a sweepstakes through which anyone who tweets the hashtag #FML (even without reference to Jello, so long as it meets other criteria) will be entered.
Here is the criteria:
HOW TO ENTER: During the Promotion Period, you are automatically entered when you send any eligible Tweet with the hashtag #FML. An eligible Tweet is defined as one that does not include any bad words, offensive language, any type of trademark infringement, celebrity name(s), or any inappropriate content. Tweet must be in good taste, as determined solely at the discretion of the Sponsor and/or Judges. If you choose to Tweet using your mobile phone, standard text messaging fees for text messages sent and received may apply. See your wireless provider for pricing plan details. Use of any robotic, automatic, programmed, Tweet duplication and repetition, or similar entry method will void all entries and result in disqualification. A Twitter account is required to enter and can be opened for free at http://twitter.com. Users must comply with Twitter rules, found here: http://support.twitter.com/articles/18311-the-twitter-rules. All entries become the sole property of the Sponsor and will not be returned.
This brings up a very interesting issue: Presumably there will be people entered in the sweepstakes who have no intention of entering the sweepstakes – who don’t even know about it (people using #FML properly, in other words). While it’s unlikely that someone who wins something without even knowing they’d been entered would care, you never know.
At the end of the day, will Jello have successfully changed the meaning of a well-established, popular Internet meme?
We doubt it. To which Jello, Kraft, and Crispin Porter will undoubtedly say…. FML.