Article:

Millennial text-speak might soon find its way out of your smartphone—and onto your detergent. The multi-national consumer goods maker, Procter & Gamble, have filed trademark applications for four popular acronyms: WTF (what the f***), LOL (laughing out loud), NBD (no big deal), and FML (f*** my life). 
  
 The Cincinnati, Ohio-based P&G; is best known for brands such as Febreze, Dawn, and Tide. The company has applied to use the acronyms on its liquid soap, dishwashing detergent, hard surface cleaners, and air freshers, CNBC reports. 
  
 Attorney Megan Hymore, who is part of P&G;’s senior counsel, made the filings in April of this year, but so far, the outcome is TBD. (That means to be decided, in case you didn’t know. If you want an extensive list of online acronyms to make puns with, you can find one here.) According to Ad Age, the US Patent and Trademark Office has requested clarification regarding the applications, and P&G; has until January to respond. 
  
 While P&G; has yet to comment on the move, it’s likely part of strategy to appeal to younger consumers. Board member Nelson Peltz has previously posited that millennials want brands that they “have an emotional attachment to.” But using familiar language, or language a company assumes its target audiences speak, can sometimes backfire. Remember when Microsoft tried to recruit interns by addressing them as “BAE” (a moniker of affection meaning “before anyone else”)? And the last time that P&G; sparked a millennial trend people started eating Tide pods. 
  
 It’s unclear what P&G;, a company that spent more than $7 billion worldwide on advertising in the fiscal year ending June 2017, will do if the trademark applications are approved. The Cincinnati Business Inquirer mused that WTF will be used “as social media shorthand for ‘Why That’s Febreze.’ But WTHK (‘Who The Heck Knows’)?” 
  
 As for Quartz’s predictions, we think “wow, that’s Febreze!” could be a contender for WTF. Or maybe, “no better detergent” for NBD. We’re going to bet on “freshen my laundry” for FML, and translate LOL to “love over lint.” IDK if P&G; will take our suggestions, though. ||||| Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected] 
  
 Bob Dylan has a new whiskey brand—but he's gotta defend the brand name in court. More on that below, along with details on Oprah's latest Kraft Heinz collaboration and what major U.S. beer brand is now bigger in China than it is in America. Also, find out how major cosmetics brands are having a hard time keeping up with the Kardashians. But first, some trademark news that might make you L.O.L. 
  
 The 411 on P&G; 
  
 If you thought all those texting acronyms couldn't be yanked out of the digital commons and trademarked, forget that. Procter & Gamble Co. has filed for trademarks on household and personal-care use of LOL, WTF, NBD and FML. FWIW, there's no indication products bearing those names exist yet, and P&G; doesn't have trademark approval. The U.S. Patent and Trademark Office has sought clarifications from P&G;, which has until January to respond. 
  
 Credit: Procter & Gamble Co. 
  
 Precise uses remain TBD, as P&G; declined to provide TMI. But competitors who might want to use these acronyms may now face FOMO. BTW, despite those old untrue P&G-Satanism; rumors, NBC reported in 2012 that LOL does NOT secretly stand for "Lucifer Our Lord." 
  
 This Bud's for China 
  
 Budweiser might be stuck in a long-term sales slide in the U.S.—but the King of Beers is surging in China. In fact, more Bud is consumed in China today than in the U.S., according to a new report from Rabobank citing figures from GlobalData. An AB InBev spokeswoman confirmed the accuracy of the data. 
  
 Turning the brewer's classic American brands into international powerhouses has been a priority ever since Belgium-based InBev acquired St. Louis-based Anheuser-Busch in 2008, creating AB InBev. Rabobank credits the brewer's multichannel strategy in China, including distributing beer through modern retail stores like Hema and Super Species, as well as its advertising on platforms including Weibo. 
  
 Revlon can't keep up 
  
 There was long that lingering suspicion that in the circular logic of social celebrity, the Kardashians were famous only for being famous. Well forget that. They now can be famous for wrecking much of the mass cosmetics business last quarter. Tarang Amin, CEO of cosmetics marketer E.L.F., earlier this month cited "growth of mega-influencer-driven brands" in part for somewhat disappointing top-line results. 
  
 Without naming names, the two top mega-influencers in cosmetics over the past 18 months have been Kylie Jenner (Kylie Cosmetics) and Kim Kardashian West (KKW Cosmetics). Coty (CoverGirl) and Revlon posted declining North American mass cosmetics sales last quarter, and while they didn't blame the Kardashian-Jenner industrial complex, it probably took a toll. Forbes recently pegged Jenner's net worth $900 million, $800 million of which stems from the cosmetics. She may be having a bigger effect on packaged goods than sister Kendall did with that Pepsi video. 
  
 Knockin' on the courtroom door 
  
 Like many celebrities, Bob Dylan has his own liquor, a whiskey brand named Heaven's Door that he launched earlier this year. 
  
 Heavens Door whiskey 
  
 But now the folk singer must defend the brand name from a legal challenge brought by Heaven Hill Distilleries, which says the name sounds too similar to its Heaven Hill whiskey. The Louisville Courier Journal has more on the trademark infringement lawsuit that was filed last week in federal court. 
  
 Super sized pasta 
  
 Olive Garden's Never Ending Pasta Pass—weeks of all-you-can-eat pasta, plus soup or salad and breadsticks for about $100—goes on sale Aug. 23. This year, apparently in honor of America's, ahem, growing appetite for the offer, there's an even more gluttonous version. Olive Garden plans to sell 1,000 52-week passes, for $300 each plus tax. The more traditional Never Ending Pasta Pass, which lasts eight weeks, is $100 plus tax. And there are more of those—23,000. Last year, Olive Garden offered 22,000 of the $100 eight-week passes, in honor of the 22nd anniversary of its Never Ending Pasta Bowl special, as well as 50 trips for two to Italy for $200. 
  
 Pumping up 
  
 KFC enlisted its brawniest colonel yet to promote the new Double Crispy Colonel sandwich, which is its Crispy Colonel sandwich with a second fried chicken fillet. Hafþór Júlíus Björnsson, the world's strongest man, apparently set a world's record for pulling the most chicken sandwiches at one time in an arm-over-arm pull by dragging a giant box of sandwiches, weighing more than 700 pounds, across a floor. Of course, KFC had him dressed as the chain's founder and captured the feat on video. ||||| Procter and Gamble wants to trademark three-letter acronyms including 'LOL' and 'WTF' to use in an unlikely category: dishwashing detergents and soap. 
  
 P&G, owner of brands such as Febreze, Tide and Mr Clean, has applied to the U.S. Patent and Trademark Office to use 'LOL' (which stands for Laughing Out Loud), 'WTF' (What The F---), 'NBD' (No Big Deal) and 'FML' (F--- My Life). 
  
 P&G has applied to use the four acronyms in liquid soap, dishwashing detergent, hard surface cleaners and air fresheners. ||||| Targeting a particular generation in an advertising campaign is not a new strategy, especially with millennials. This generation has been fodder for negative stereotyping and endless jokes. 
  
 Whether these stereotypes are fitting is negotiable. What isn’t up for debate is this generation’s immense spending power of more than $200 billion annually. Numbers like these understandably make this age demographic a coveted audience for marketers, although not many succeed in acquiring this thrifty audience. 
  
 The majority of the millennial generation has grown up in a world inundated with flashy advertising sometimes just five inches from their face on mobile screens. Reportedly, 74 percent of this generation spends at least five hours per week engaged with online content, according to Content Science Review. 
  
 This onslaught of media has massively desensitized millennials to any traditional advertising strategies. As a result, marketers have turned to unconventional or informal ways to engage with millennials without selling something outright. However, mastering a strategy that caters to this demographic is more uncommon than not. 
  
 Let’s look at some of the biggest marketing fails when targeting millennials to see what went wrong so that your brand doesn’t have the misfortunate of repeating these mistakes. 
  
 Chevy understands the millennial lifestyle 
  
 Millennials are often oversimplified as one cohesive group of trendy, bearded, purple-haired hipsters with their smartphones permanently attached to their palms. This description is only fitting for a small percentage of the 75 million people who make up this generation. 
  
 This generation includes a diverse range of races, cultures and ages. In fact, it is one of the most diverse generations to date. According to research by the Brookings Institution, millennials—those between the ages of 18 and 34—are 55.8 percent white and almost 30 percent “new minority,” which includes Asian, Hispanic and those of two or more races. 
  
 Furthermore, the nomadic, freelance lifestyle that millennials live reportedly only describes 26 percent of millennials, making them the stark minority. 
  
 Thus, it’s easy to see how a car company aiming a commercial at such a large demographic ends up buying into these generational stereotypes. While the ad concludes with the Chevy marketer jokingly tossing away the cheesy ideas, in the end, this does nothing to lift the reductive portrayal of millennials. 
  
 AudienceBoom CEO Jason DeMers said, “It’s also a good idea to avoid targeting the millennial audience as a general niche. Instead, narrow your engagement by targeting highly specific niche audiences and interacting with your users on an individual level whenever possible.” 
  
 Chevy’s commercial was so heavily panned by audiences that even a parody version was made. 
  
 The lesson we learned from Chevy’s marketing fail: Figure out how your product might fit into their generational experience. Millennials, more than any other generation, have absorbed more knowledge about more diverse cultures and seen more places (even if through a computer screen) on opposite ends of the world. As a result, this is a generation that loves to find new experiences. 
  
 A better way for Chevy to market its car to millennials would have been to create roadmaps of various cross-country road trips for people looking for summer vacation activities. This extra touch would provide the value of a new experience to millennials all while advertising the car as the best option to take them on this experience. 
  
 Hillary wants to talk about it in three emojis or less 
  
 This attempt to engage with a generation that mainly spans from 18 through 34 is not easy to take seriously. 
  
 First, Hillary Clinton’s marketing team misunderstands the role that emojis and other digital multimedia play in online conversations. 
  
 While many enjoy expressing a mood with a GIF or any emoji, a discussion on student loan debt isn’t commonly a place where one would insert emojis. 
  
 Continue Reading |||||
What is a summary?
– Acronym-heavy news reports are proliferating after a recent development regarding Procter & Gamble. Ad Age reports that the consumer-goods behemoth has put in the paperwork for the rights to use four well-known letter combinations—WTF, LOL, NBD (which stands for "no big deal"), and FML ("f--- my life")—in association with some of its products. Per CNBC, those items would include air fresheners, dishwashing detergent, liquid soap, and hard-surface cleaners. Quartz reports the trademark applications were filed in April, and that P&G now has until January to respond to requests for clarification by the US Patent and Trademark Office. There's no apparent sign that any P&G products exist yet using these acronyms in their names. CNBC muses that P&G likely wants to employ these acronyms to reach a demographic that might not be as interested in cleaning supplies and other household items as others: millennials. Quartz notes that going the millennial-friendly route has sometimes gone awry for brands, but it still plays the guessing game as to how P&G may wield these the acronyms, with WTF being a possibility for "Wow, that's Febreze!" and "NBD" serving as a stand-in for "no better detergent," among other suggestions. TBC....
Artikel: Millennial text-tal kan snart hitta sin väg ut ur din smartphone-och på ditt tvättmedel. Den multinationella konsumentvarutillverkaren Procter & Gamble har lämnat in varumärkesansökningar för fyra populära akronymer: WTF (vad f***), LOL (skrattar högt), NBD (ingen big deal) och FML (f**** mitt liv). The Cincinnati, Ohio-baserade P&G; är mest känd för märken som Febreze, Dawn, och Tide. Företaget har ansökt om att använda akronymerna på sin flytande tvål, diskmedel, hårda ytrengöringsmedel och luftfräschare, CNBC rapporter. Advokat Megan Hymore, som är en del av P&G;:s seniorjurist, gjorde inlagorna i april i år, men hittills är utgången TBD. (Det betyder att man ska avgöras, ifall man inte visste. Om du vill ha en omfattande lista över online-akronymer att göra ordvitsar med, kan du hitta en här.) Enligt Ad Age har det amerikanska patent- och varumärkesverket begärt förtydliganden angående ansökningarna, och P&G; har fram till januari att svara. Medan P&G; har ännu inte kommenterat flytten, är det sannolikt en del av strategin att vädja till yngre konsumenter. Styrelseledamoten Nelson Peltz har tidigare hävdat att millennials vill ha varumärken som de “har en känslomässig anknytning till.” Men med hjälp av välbekant språk, eller språk ett företag antar sin målgrupp talar, kan ibland slå tillbaka. Minns du när Microsoft försökte rekrytera praktikanter genom att tilltala dem som “BAE” (en moniker av tillgivenhet som betyder “innan någon annan”)? Och sista gången som P&G; utlöste en millennial trend började folk äta Tidekapslar. Det är oklart vad P&G;, ett företag som spenderat mer än $ 7 miljarder världen över på reklam under räkenskapsåret som slutar juni 2017, kommer att göra om varumärkesansökningarna godkänns. Den Cincinnati Business Inquirer muterade att WTF kommer att användas “som sociala medier stenografi för “Varför det är Febreze.” Men WTHK (”Vem Heck vet”)?” När det gäller Quartz förutsägelser, tror vi “wow, det är Febreze!” skulle kunna vara en utmanare för WTF. Eller kanske, ”inga bättre rengöringsmedel” för NBD. Vi kommer att satsa på “uppfriska min tvätt” för FML, och översätta LOL till “kärlek över ludd.” IDK om P&G; kommer att ta våra förslag, dock. Välkommen till den senaste utgåvan av Marketer's Brief, en snabb genomgång av marknadsföringsnyheter, drag och trender från Ad Ages reportrar och redaktörer. Skicka tips/förslag till [email protected] Bob Dylan har ett nytt whiskymärke – men han måste försvara varumärket i rätten. Mer om det nedan, tillsammans med detaljer om Oprahs senaste Kraft Heinz-samarbete och vilket stort amerikanskt ölmärke som nu är större i Kina än det är i Amerika. Ta också reda på hur stora kosmetikamärken har det svårt att hänga med Kardashianerna. Men först några varumärkesnyheter som kan göra dig till L.O.L. De 411 på P&G; Om du trodde att alla dessa textakronymer inte kunde ryckas ur de digitala allmännyttorna och varumärken, glöm det. Procter & Gamble Co. har ansökt om varumärken för användning i hushåll och personlig vård av LOL, WTF, NBD och FML. FWIW, det finns inga indikationer på att produkter som bär dessa namn finns ännu, och P&G; har inte varumärkesgodkännande. Det amerikanska patent- och varumärkesverket har sökt förtydliganden från P&G;, som har till januari att svara. Kredit: Procter & Gamble Co. Exakta användningsområden förblir TBD, eftersom P&G; avböjde att tillhandahålla TMI. Men konkurrenter som kanske vill använda dessa akronymer kan nu möta FOMO. BTW rapporterade trots de där gamla osanna P&G-Satanismen; rykten, NBC rapporterade 2012 att LOL INTE i hemlighet står för "Lucifer Vår Herre". Bud's för Kina Budweiser kan vara fast i en långsiktig försäljning i USA-men King of Beers svallar i Kina. Faktum är att mer Bud konsumeras i Kina idag än i USA, enligt en ny rapport från Rabobank som citerar siffror från GlobalData. En AB InBev-taleskvinna bekräftade att uppgifterna var korrekta. Att förvandla bryggeriets klassiska amerikanska varumärken till internationella kraftstationer har varit en prioritet ända sedan Belgien-baserade InBev förvärvade St Louis-baserade Anheuser-Busch 2008, och skapade AB InBev. Rabobank krediterar bryggarens flerkanalsstrategi i Kina, bland annat genom att distribuera öl genom moderna butiker som Hema och Super Species, samt sin reklam på plattformar som bland annat Weibo. Revlon kan inte hänga med Det fanns länge den där kvardröjande misstanken att i den cirkulära logiken av sociala kändisskap, Kardashians var kända bara för att vara berömd. Glöm det. De kan nu bli kända för att ha förstört en stor del av kosmetikabranschen förra kvartalet. Tarang Amin, VD för kosmetika marknadsförare E.L.F., tidigare denna månad citerade "tillväxt av mega-influencer-drivna varumärken" delvis för något nedslående top-line resultat. Utan att namnge namn har de två främsta megainfluencers inom kosmetika under de senaste 18 månaderna varit Kylie Jenner (Kylie Cosmetics) och Kim Kardashian West (KKW Cosmetics). Coty (CoverGirl) och Revlon lade ut sjunkande försäljning av nordamerikanska masskosmetika förra kvartalet, och även om de inte skyllde på industrikomplexet Kardashian-Jenner, tog det förmodligen en tribut. Forbes fick nyligen Jenners nettovärde 900 miljoner dollar, varav 800 miljoner från kosmetikan. Hon kan ha en större effekt på paketerade varor än syster Kendall gjorde med Pepsi-videon. Som många kändisar har Bob Dylan en egen sprit, ett whiskymärke vid namn Heaven's Door som han lanserade tidigare i år. Heavens Door whiskey Men nu måste folksångaren försvara varumärket från en rättslig utmaning som Heaven Hill Distilleries för med sig, vilket säger att namnet låter för likt dess Heaven Hill whiskey. Louisville Courier Journal har mer om varumärkesintrångsmålet som lämnades in förra veckan i federal domstol. Superstor pasta Olive Garden's Never Ending Pasta Pass-veckor av all-du-kan-äta pasta, plus soppa eller sallad och brödpinnar för cirka $ 100-går till försäljning 23 augusti. I år, tydligen för att hedra Amerikas växande aptit på erbjudandet, finns det en ännu mer frossös version. Olive Garden planerar att sälja 1 000 52-veckors passerkort, för 300 dollar vardera plus skatt. Det mer traditionella Never Ending Pasta Pass, som varar i åtta veckor, är $ 100 plus skatt. Och det finns fler av dessa – 23 000. Förra året, Olive Garden erbjöd 22,000 av $ 100 åtta veckor passerkort, för att hedra 22-årsdagen av sin Never Ending Pasta Bowl special, samt 50 resor för två till Italien för $ 200. Att pumpa upp KFC värvade sin bjässe överste ännu för att marknadsföra den nya Dubbel Krispiga Överstesmörgåsen, som är dess Krispiga Överstesmörgås med en andra stekt kycklingfilé. Hafüür Júlíus Björnsson, världens starkaste man, satte tydligen världsrekord för att dra flest kycklingsmörgåsar på en gång i en arm-över-arm-drag genom att dra en gigantisk låda smörgåsar, som vägde mer än 700 pund, över ett golv. KFC lät honom förstås klä ut sig till kedjans grundare och fångade bedriften på video. Procter och Gamble vill markera trebokstavsakronymer, inklusive LOL och WTF, som används i en osannolik kategori: diskmedel och tvål. P&G, ägare av varumärken som Febreze, Tide och Mr Clean, har ansökt hos USA:s patent- och varumärkesbyrå om att få använda 'LOL' (som står för Laughing Out Loud), 'WTF' (What The F---), 'NBD' (No Big Deal) och 'FML' (F--- My Life). P&G har ansökt om att få använda de fyra akronymerna i flytande tvål, diskmedel, hårdytrengöringsmedel och luftfräschare. Att rikta in sig på en viss generation i en reklamkampanj är inte en ny strategi, särskilt inte med millennials. Den här generationen har varit foder för negativa stereotyper och ändlösa skämt. Huruvida dessa stereotyper passar är förhandlingsbart. Vad som inte är uppe för debatt är den här generationens enorma spendera makt på mer än $ 200 miljarder årligen. Tal som dessa gör förståeligt nog denna tidsålder demografisk till en eftertraktad publik för marknadsförare, ehuru icke många lyckas förvärva denna sparsamma publik. Majoriteten av tusenårsgenerationen har vuxit upp i en värld som översvämmats av blixtrande reklam ibland bara fem centimeter från ansiktet på mobila skärmar. Enligt uppgift tillbringar 74 procent av denna generation minst fem timmar per vecka med onlineinnehåll, enligt Content Science Review. Detta angrepp av media har massivt desensibiliserat millennials till alla traditionella reklamstrategier. Detta har lett till att marknadsförare har vänt sig till okonventionella eller informella sätt att umgås med millennials utan att sälja något direkt. Att bemästra en strategi som tillgodoser denna demografiska situation är dock mer ovanligt än inte. Låt oss titta på några av de största marknadsföring misslyckas när man siktar Millennials att se vad som gick fel så att ditt varumärke inte har misslyckat med att upprepa dessa misstag. Cheva förstår millennial livsstil Millennials är ofta överförenklad som en sammanhållen grupp av trendiga, skäggiga, lilahåriga hipsters med sina smartphones permanent fäst vid sina handflator. Denna beskrivning passar bara för en liten andel av de 75 miljoner människor som utgör denna generation. Denna generation omfattar ett brett spektrum av raser, kulturer och åldrar. Det är faktiskt en av de mest skiftande generationerna hittills. Enligt forskning från Brookings Institution är millennials – de mellan 18 och 34 år – 55,8 procent vita och nästan 30 procent ”nya minoriteter”, vilket inkluderar asiatiska, latinamerikaner och de av två eller flera raser. Dessutom beskriver den nomadiska, frilansande livsstilen som tusenåringar lever enligt uppgift bara 26 procent av millennialerna, vilket gör dem till den starka minoriteten. Således är det lätt att se hur ett bilföretag som siktar en reklamfilm på en så stor demografisk slutar med att köpa in sig i dessa generations stereotyper. Samtidigt som annonsen avslutas med att Cheva marknadsföraren skämtsamt kastar bort de fjantiga idéerna, gör detta i slutändan ingenting för att lyfta den reduktiva skildringen av millennials. AudienceBoom VD Jason DeMers sade, "Det är också en bra idé att undvika att rikta in sig på den tusenåriga publiken som en allmän nisch. Istället begränsa ditt engagemang genom att rikta mycket specifika nischpublik och interagera med dina användare på en individuell nivå när det är möjligt.” Chevy reklam var så kraftigt panorerade av publik att även en parodiversion gjordes. Lärdomen vi lärde oss av Chevy marknadsföring misslyckas: Ta reda på hur din produkt kan passa in i deras generationsupplevelse. Millennials, mer än någon annan generation, har absorberat mer kunskap om mer olika kulturer och sett fler platser (även om genom en datorskärm) på motsatta ändar av världen. Detta leder till att det är en generation som älskar att hitta nya upplevelser. Ett bättre sätt för Chevy att marknadsföra sin bil till millennials skulle ha varit att skapa färdplaner för olika längdresor för människor som söker sommarsemester aktiviteter. Denna extra touch skulle ge värdet av en ny upplevelse för millennials alla samtidigt som reklam bilen som det bästa alternativet för att ta dem på denna upplevelse. Hillary vill tala om det i tre emojier eller mindre Detta försök att engagera sig med en generation som huvudsakligen spänner från 18 till 34 är inte lätt att ta på allvar. Först, Hillary Clinton marknadsföringsteam missförstår den roll som emojis och andra digitala multimedia spelar i online-samtal. Medan många tycker om att uttrycka en stämning med en GIF eller någon emoji, är en diskussion om studielån skuld inte ofta en plats där man skulle infoga emojis. Vad är en sammanfattning?
Article: Millennial text speech can soon find its way out of your smartphone and on your detergent. Multinational consumer goods manufacturer Procter & Gamble has filed trademark applications for four popular acronyms: WTF (what f***), LOL (laughs loud), NBD (no big deal) and FML (f**** my life). The Cincinnati, Ohio-based P&G; is best known for brands such as Febreze, Dawn, and Tide. The company has applied to use the acronyms on its liquid soap, detergents, hard surface cleaners and air fresheners, CNBC reports. Lawyer Megan Hymore, who is part of P&G;'s senior lawyer, made the submissions in April this year, but so far the expiration is TBD. (It means you should be decided, in case you didn't know. If you want a comprehensive list of online acronyms to make puns with, you can find one here.) According to Ad Age, the U.S. Patent and Trademark Office has requested clarifications regarding the applications, and P&G; has until January to reply. While P&G; has not yet commented on the move, it is likely part of the strategy of appealing to younger consumers. Board member Nelson Peltz has previously claimed that millennials want brands that they “have an emotional connection to.” However, using familiar language, or language a company assumes its target group speaks, can sometimes fight back. Do you remember when Microsoft tried to recruit interns by addressing them as “BAE” (a moniker of affection meaning “before someone else”)? And the last time that P&G; triggered a millennial trend, people started eating Tide pods. It is unclear what P&G;, a company that spent more than $7 billion worldwide on advertising during the fiscal year ending June 2017, will do if the trademark applications are approved. The Cincinnati Business Inquirer mutated that the WTF will be used “as social media shorthand for “Why it’s Febreze.” But WTHK (“Who Heck knows”)?” As for the Quartz predictions, we think “wow, it’s Febreze!” could be a contender for the WTF. Or maybe, “no better detergent” for NBD. We will bet on “refresh my laundry” for FML, and translate LOL into “love over lint.” IDK about P&G; will take our suggestions, however. Welcome to the latest edition of Marketer's Brief, a quick review of marketing news, features and trends from Ad Age's reporters and editors. Send tips/proposals to [email protected] Bob Dylan has a new whiskey brand – but he has to defend the brand in court. More about it below, along with details about Oprah's latest Kraft Heinz collaboration and what a great American beer brand is now bigger in China than it is in America. Also, find out how large cosmetics brands find it difficult to keep up with the Kardashians. But first, some brand news that can make you L.O.L. The 411 on P&G; If you thought all these text acronyms could not be snatched from the digital commons and brands, forget it. Procter & Gamble Co. has applied for trademarks for use in households and personal care of LOL, WTF, NBD and FML. FWIW, there are no indications that products bearing these names exist yet, and P&G; does not have trademark approval. The U.S. Patent and Trademark Office has sought clarifications from P&G;, which has until January to respond. Credit: Procter & Gamble Co. Precise uses remain TBD, as P&G; declined to provide TMI. But competitors who might want to use these acronyms can now face FOMO. BTW reported despite those old untrue P&G Satanism; rumors, NBC reported in 2012 that LOL DOES NOT secretly stand for "Lucifer Our Lord". Bud's for China Budweiser may be stuck in a long-term sale in the US-but King of Beers surges in China. In fact, more Bud is consumed in China today than in the United States, according to a new report from Rabobank citing figures from GlobalData. One AB InBev spokeswoman confirmed that the data were correct. Turning the brewery's classic American brands into international power stations has been a priority ever since Belgium-based InBev acquired St. Louis-based Anheuser-Busch in 2008, creating AB InBev. Rabobank credits the brewer's multi-channel strategy in China, including distributing beer through modern stores such as Hema and Super Species, as well as its advertising on platforms such as Weibo. Revlon can't keep up There was long that lingering suspicion that in the circular logic of social celebrity, Kardashians were known only to be famous. Forget it. They can now become known for destroying a large part of the cosmetics industry last quarter. Tarang Amin, CEO of cosmetics marketer E.L.F., earlier this month cited "growth of mega-influencer-driven brands" in part for somewhat disappointing top-line results. Without naming names, the top two megainfluencers in cosmetics over the past 18 months have been Kylie Jenner (Kylie Cosmetics) and Kim Kardashian West (KKW Cosmetics). Coty (CoverGirl) and Revlon laid out declining sales of North American mass cosmetics last quarter, and although they did not blame the Kardashian-Jenner industrial complex, it probably took a toll. Forbes recently received Jenner's net worth $900 million, including 800 million from cosmetics. She may have a greater effect on packaged goods than Sister Kendall did with the Pepsi video. Like many celebrities, Bob Dylan has his own liquor, a whisky brand named Heaven's Door which he launched earlier this year. Heavens Door whiskey But now the folk singer must defend the brand from a legal challenge brought by Heaven Hill Distilleries, saying that the name sounds too like its Heaven Hill whiskey. The Louisville Courier Journal has more on the trademark infringement case filed last week in federal court. Super-sized pasta Olive Garden's Never Ending Pasta Pass-weeks of all-you-can-eat pasta, plus soup or salad and bread sticks for about $100-goes for sale August 23. This year, apparently in honor of America's growing appetite for the offer, there is an even more gluttonous version. Olive Garden plans to sell 1,000 52-week access cards, for $300 each plus tax. The more traditional Never Ending Pasta Pass, which lasts eight weeks, is $100 plus tax. And there are more of these — 23,000. Last year, Olive Garden offered 22,000 of $100 eight weeks of access cards, in honor of the 22nd anniversary of its Never Ending Pasta Bowl special, as well as 50 trips for two to Italy for $200. Pumping up the KFC enlisted its big colonel yet to promote the new Double Crispy Colonel sandwich, which is its Crispy Colonel sandwich with a second fried chicken fillet. Hafür Júlíus Björnsson, the world's strongest man, apparently set a world record for pulling the most chicken sandwiches at once in an arm-over-arm pull by pulling a giant box of sandwiches, weighing more than £700, over a floor. KFC, of course, allowed him to dress up as the founder of the chain and captured the feat on video. Procter and Gamble want to mark three-letter acronyms, including LOL and WTF, which are used in an unlikely category: detergents and soap. P&G, owners of brands such as Febreze, Tide and Mr. Clean, have applied to the U.S. Patent and Trademark Agency to use 'LOL' (which stands for Laughing Out Loud), 'WTF' (What The F--), 'NBD' (No Big Deal) and 'FML' (F---- My Life). P&G has applied to use the four acronyms in liquid soap, detergent, hard surface cleaner and air freshener. Targeting a particular generation in an advertising campaign is not a new strategy, especially with millennials. This generation has been feed for negative stereotypes and endless jokes. Whether these stereotypes fit is negotiable. What's not up for debate is this generation's huge spending power of more than $200 billion annually. Speeches such as these understandably make this age demographically a coveted audience for marketers, though not many manage to acquire this thrifty audience. The majority of the millennial generation has grown up in a world flooded with flashy advertising sometimes only five centimeters from the face of mobile screens. According to the Content Science Review, 74 percent of this generation spends at least five hours per week with online content. This attack by the media has massively desensitized millennials to all traditional advertising strategies. As a result, marketers have turned to unconventional or informal ways to associate with millennials without selling anything directly. However, mastering a strategy that responds to this demographic situation is more unusual than not. Let's look at some of the biggest marketing fails when aiming Millennials to see what went wrong so that your brand hasn't failed to repeat these mistakes. Chevy understands millennial lifestyle Millennials are often oversimplified as a cohesive group of trendy, bearded, purple-haired hipsters with their smartphones permanently attached to their palms. This description is only suitable for a small proportion of the 75 million people who make up this generation. This generation encompasses a wide range of races, cultures and ages. In fact, it is one of the most diverse generations to date. According to research from the Brookings Institution, millennials – those between the ages of 18 and 34 – are 55.8 percent white and almost 30 percent ‘new minorities’, which includes Asian, Hispanic and those of two or more races. In addition, the nomadic, freelance lifestyle reportedly describes thousand - year - olds living only 26 percent of millennials, making them the strong minority. Thus, it is easy to see how a car company aiming a commercial at such a large demographic ends up buying into the stereotypes of these generations. While the ad ends with Cheva the marketer jokingly throwing away the silly ideas, this ultimately does nothing to lift the reductive depiction of millennials. AudienceBoom CEO Jason DeMers said, "It's also a good idea to avoid targeting the millennial audience as a general niche. Instead, limit your involvement by targeting very specific niche audiences and interacting with your users at an individual level whenever possible.” Chevy advertising was so heavily panned by audiences that even a parody version was made. The lesson we learned from Chevy marketing fails: Find out how your product can fit into their generational experience. Millennials, more than any other generation, have absorbed more knowledge of more diverse cultures and seen more places (although through a computer screen) on opposite ends of the world. As a result, it is a generation that loves to find new experiences. A better way for Chevy to promote his car to millennials would have been to create roadmaps for various length trips for people seeking summer holiday activities. This extra touch would provide the value of a new experience for millennials all while advertising the car as the best option to take them on this experience. Hillary wants to talk about it in three Emojis or less This attempt to engage with a generation that mainly spans from 18 to 34 is not easy to take seriously. First, Hillary Clinton marketing teams misunderstand the role of emojis and other digital multimedia play in online calls. While many enjoy expressing a lawsuit with a GIF or some emoji, a discussion about student loan debt is not often a place where you would insert emojis. What is a summary?
– Acronym-tunga nyhetsrapporter ökar efter en ny utveckling gällande Procter & Gamble. Ad Age rapporterar att konsumentvarorna har lagt in pappersarbete för rätten att använda fyra välkända bokstavskombinationer – WCF, LOL, NBD (som står för "ingen big deal"), och FML ("f--- mitt liv") – i samband med några av dess produkter. Per CNBC skulle dessa produkter omfatta luftfräschare, diskmedel, flytande tvål och rengöringsmedel för hårda ytor. Kvartsrapporterna om varumärkesansökningarna lämnades in i april, och att P&G nu fram till januari har att svara på förfrågningar om förtydliganden från USA:s patent- och varumärkesmyndighet. Det finns inga tydliga tecken på att några P&G-produkter existerar men använder dessa akronymer i sina namn. CNBC muser att P&G sannolikt vill använda dessa akronymer för att nå en demografisk som kanske inte är lika intresserad av städförråd och andra hushållsartiklar som andra: millennials. Quartz noterar att gå den millennium-vänliga vägen har ibland gått snett för varumärken, men det spelar fortfarande gissningsspelet om hur P&G kan svinga dessa akronymer, med WTF är en möjlighet för "Wow, det är Febreze!" och "NBD" fungerar som en stand-in för "inget bättre tvättmedel", bland annat förslag. TBC...
“Acronym-heavy news reports are increasing following a new development regarding Procter & Gamble. Ad Age reports that consumer goods have put in paperwork for the right to use four well-known letter combinations – WCF, LOL, NBD (which stands for "no big deal"), and FML ("f----my life") – in conjunction with some of its products. Per CNBC, these products would include air fresheners, detergents, liquid soap and hard surface cleaners. Quarterly reports on the trademark applications were submitted in April, and that P&G now until January has to respond to requests for clarification from the U.S. Patent and Trademark Authority. There are no clear indications that any P&G products exist but use these acronyms in their names. CNBC muser that P&G likely wants to use these acronyms to reach a demographic that may not be as interested in cleaning supplies and other household items as others: millennials. Quartz notes that going the millennium-friendly path has sometimes gone wrong for brands, but it still plays the guessing game of how P&G can swing these acronyms, with WTF being an opportunity for "Wow, it's Febreze!" and "NBD" acts as a stand-in for "no better detergent", including suggestions. TB...