The JELL-O 'Fun My Life' Campaign Turns Negativity Around

By: Alexander Lam - Published: May 28, 2013 • References: jellofml & fastcocreate
In a hilarious campaign by JELL-O, the profanity-laden phrase 'FML' is repurposed in the 'Fun My Life' campaign. Repurposing the popular expression, the campaign uses Twitter to engage fans in a fun and cheeky way. Users can tweet the reason that JELL-O should make their lives more fun in order to have the chance to win a prize pack. JELL-O will then tweet back with a personalized reply to the winners.

In order to stay true to the original meaning of 'FML' JELL-O constructed the campaign to hold a double meaning. '#FML' tags in tweets to JELL-O can easily be misconstrued to mean something other than 'Fun My Life.' Each tweet contains a sad story to which JELL-O may respond to with an appropriate prize to brighten that person's day. Stats for Profanity-Reversing Campaigns Trending: Older & Mild
Research: 2,115 clicks in 155 w
Interest: 1.4 minutes
Concept: Fun My Life
Related: 74 examples / 57 photos
Segment: Neutral, 18-55
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