Jell-O Hijacks Twitter’s Profane #FML Hashtag, Changes It to Mean ‘Fun My Life’

More effing around by CP+B

The ubiquitous Twitter hashtag #FML (there have been 37,000 #FML-tagged tweets in the past seven days alone) is generally understood to be short for an obscene phrase uttered when things are at their bleakest. But now, Jell-O is here to help. The Kraft Foods brand and agency Crispin Porter + Bogusky are trying to hijack #FML and make it stand for "Fun My Life" (rather than doing something else to your life). Between now and June 14, everyone who tweets the #FML hashtag is entered into a pool, from which a certain number will win "Fun My Life" prize packs "specially created to get their life back on track." You can follow along at, which also shows how the brand is tweeting at #FML-ers.

@nudd Tim Nudd is a former creative editor of Adweek.