WTF? Procter & Gamble looks to trademark millennial-friendly acronyms like LOL and NBD
Consumer goods titan Procter & Gamble has reportedly applied to trademark millennial-friendly phrases such as 'WTF', 'LOL' and 'NBD'.
It filed the trademark with the US Patent and Trademark Office in April, and if successful will mean the company can use the acronyms to market its products.
The company wants to use the phrases on air fresheners, soap and detergents. New products would join household names like Febreze, Fairy and Mr Clean.
However, P&G's applications are still subject to approval, according to marketing trade publication Ad Age, which first reported the news.
P&G could be looking to target a younger market with the acronyms, and cash in on a tech-literate millennial market.
In an interview with CNBC last year, P&G's Nelson Peltz, who joined the board in March, explained that young consumers no longer wanted a "one size fits all" brand, but opted instead for products they were emotionally attached to.
P&G has been contacted for comment.