Jello Makes Popular FML Hashtag G-Rated

By Digiday • May 29, 2013 •

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:

@kdschueman we’re funning things up, one Fun My Life tweet at a time. Glad you tweeted. prmtns.co/dkXH Exp. 48hrs

— JELL-O (@JELLO) May 27, 2013

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.

#FML means Fun My Life, right? Because we’re answering a few lucky tweets with the very thing they need: fun. jellofml.com

— JELL-O (@JELLO) May 20, 2013