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Is Jello Funning Up Their Brand? #FML

Whether ‘tis a noble attempt to turn a negative into a positive or merely an overt exploitation of angst-riddled teens blowing off steam, Jello’s latest campaign is definitely “putting it out there.” The “watch it wiggle, see it jiggle” brand is redefining #FML to mean “fun” my life… Ahem. They are then randomly reaching out to some of those who tweet their problems hashtagged with the three-letter profane exclamatory (especially if they include “Yo @Jello” in their tweet) and replying in a positive manner, offering a way to turn that frown upside down. In the reply, tweeters are “surprised” to hear that the brand is sending them something to cheer them up – something along the lines of a whoopie cushion. OK, that’s cute. And perhaps it will pay off for the brand. But it seems to be fraught with all sorts of reputation risks, such as: 

  1. Alienating parents and grandparents who buy / make Jello and feel this is in poor taste.
  2. Alienating Millennials who feel the brand is trying to take away their anger, turning the ultimate profanity into something that’s grandma safe.
  3. Incurring mockery from the marketing community.

On the other hand, maybe everyone will think it’s just groovy. My take: Fun My Life tries too hard. But it does have (some) people talking and tweeting about Jello…and it has been a while since anyone did that.

~ @AdvertGirl


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