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.