Procter & Gamble, the world’s largest consumer-products company, has filed paperwork with the U.S. Patent and Trademark Office to trademark acronyms like LOL, NBD, FML, and WTF; which they say they want to use to market their cleaning and air-freshening products.
According to Bloomberg, the company wants to trademark these terms to attract younger shoppers to their brands; which include Tide laundry detergent and Pantene shampoo, among many others.
A search of the United States Patent and Trademark Office shows that P&G wants to use the terms on non-medicated liquid soaps, dishwashing detergents, hard surface cleaners, and air fresheners.
It is unclear whether the U.S. PTO will grant any of these trademark requests, but even if they do, will it actually help Procter & Gamble to attract younger consumers? ELI5.