Procter & Gamble, the household products company, has signed up for brand abbreviations that are very common in textspeak, including "LOL" and "WTF".
If successful, conditions can be used to market products such as soap, detergents and air fresheners to attract younger consumers.
P & G registered the trademark applications in April with the US Patent and Trademark Office. The new brand products would be sold alongside well-known items such as Febreze, Fairy and Mr Clean.
In addition to LOL (laugh out loud) and WTF (which is the fuck), other acronyms that P & G has applied to the trademark are NBD (no big deal) and FML (fuck my life).
The company's applications have not yet been approved. According to Ad Age, the trademark agency has asked for clarification about the applications and P & G has the time to respond until January.
P & G board member Nelson Peltz told CNBC in March that younger consumers did not want "one size fits all" brands, but products "with which they have an emotional connection". According to the statistical portal Statista, millennials in the US are expected to increase their annual expenditures to $ 1.4trn (£ 1.09trn) by 2020.
P & G is not the first company that tries to use familiar terms. In the US, the New England Patriots tried to use the "19-0" attribute, a reference to an unbeaten season, just two weeks before losing the Super Bowl to the New York Giants.
Walmart tried to indicate the yellow smiley face that has been around since the 1970s. It ended in legal battles with a rival claim from Franklin Loufrani, the president of The Smiley Company in Brussels, and lost in an attempt to make the artist Charles Smith to sue for parodying the symbol. The court concluded that the smiley was in the public domain.
More successful were Facebook, which the word & # 39; face & # 39; as a trademark protected in relation to telecommunications services. Paris Hilton owns the words & # 39; s & # 39; s hot & # 39; and has successfully sued Hallmark greeting cards for its use, while stylist Rachel Zoe of celebrity & bananas & # 39; has deposited.
Disney applied the name Día de los Muertos (day of the dead) to the trademark, but a petition that attracted more than 21,000 signatures in less than 24 hours forced the company to withdraw the application.
In Great Britain, Chanel's attempt to use the Jersey name was denied by the British Intellectual Property Office. "It was important that we challenged this," said Jersey Senator Alan Maclean at that time. "This was about the ownership of the Jersey name, and it's not about preventing Chanel from using the name."
Procter & Gamble has been approached for comment.