# Profanity-Reversing Campaigns The JELL-O 'Fun My Life' Campaign Turns Negativity Around By Alexander Lam | Published 2013-05-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fun-my-life References: [fastcocreate](http://www.fastcocreate.com/1683051/jell-o-turns-an-internet-profanity-into-twitter-fun) & [jellofml](http://www.jellofml.com/) In a hilarious campaign by [JELL-O](https://www.trendhunter.com/trends/jell-o-2), the profanity-laden phrase '[FML](https://www.trendhunter.com/trends/fml-store)' is repurposed in the 'Fun My Life' campaign. Repurposing the popular expression, the campaign uses [Twitter](https://www.trendhunter.com/trends/food-waste-campaigns) 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. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 34% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Repurposed Expressions:** Exploring how to repurpose popular expressions to create engaging marketing campaigns. - **Engaging on Twitter:** Utilizing Twitter as a platform to engage with fans and customers in a fun and cheeky way. - **Double-meaning Campaigns:** Creating campaigns with double meanings to capture attention and generate buzz. ### Who This Affects Most - **Food and Beverage:** Exploring innovative ways to approach marketing campaigns in the food and beverage industry. - **Social Media:** Leveraging social media platforms like Twitter to connect with customers and create unique experiences. - **Advertising and Marketing:** Discovering disruptive strategies for creating attention-grabbing campaigns in the advertising and marketing industry. ## Related on Trend Hunter - [Juice-Branded Summer Campaigns](https://www.trendhunter.com/trends/never-grow-up-campaign.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Chaotic Milkshake Campaigns](https://www.trendhunter.com/trends/just-feel-the-urjj.md) - [Vibrant Cafeteria-Inspired Campaigns](https://www.trendhunter.com/trends/the-lunchables-effect.md) - [Empathic Emporium Pop-Ups](https://www.trendhunter.com/trends/fml-store.md) - [Escapism-Inspired Candy Campaigns](https://www.trendhunter.com/trends/creed-bratton.md) - [Autocorrect Sexual Health Campaigns](https://www.trendhunter.com/trends/mrm-ny.md) - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Humorous Losers-Focused Campaigns](https://www.trendhunter.com/trends/league-losers.md)