The consumer goods giant, Procter & Gamble (P&G) recently filed applications in Canada and the United States to trademark acronyms common in SMS (short message service) language or textspeak, including “LOL”, “FML”, “NBD”, and “WTF”.

P&G’s applications were filed in April 2018.  The applications are for proposed use in connection with non-medicated liquid soap, dishwashing detergents, hard surface cleaners, and air fresheners.  The applications are currently under examination.

P&G’s applications suggest a new brand strategy targeting younger, tech savvy consumers.

Summary By: Michelle Noonan

E-TIPS® ISSUE

18 09 05