<p dir="ltr">Whatever happened to J-E-L-L-O? It’s the iconic brand that we all know and love. So why haven’t we seen or heard much from them lately? According to <a href="http://adage.com/article/news/kraft-launches-campaign-revive-jell-o/243616/?utm_source=daily_email&amp;utm_medium=newsletter&amp;utm_campaign=adage&amp;ttl=1376874992">an AdAge article </a>“The brand -- once known for fun advertising starring the likes of Jack Benny and Bill Cosby -- has struggled to find its identity in recent years, while marketing reductions have been met with sales declines.”</p>
Good news folks, we’ll soon be seeing the likes of JELL-O’s fun and light-hearted brand again. The Kraft exec team is working with marketing professionals to develop a new campaign which will utilize television, digital and print advertising.

Similarly, Kraft launched new campaigns to enliven brands for classics like Planters, Velveeta and Kool-Aid in recent months. So why has JELL-O lagged behind? Previous campaigns for JELL-O centered around diet hypes like “sugar-free” and the Atkins Diet. The commercials for “a little wiggle room” have seen their days. The brand has decided to refocus on its younger audience and a brand voice that positions JELL-O as a “wholesome product that tastes good and is fun.”

As part of the campaign, JELL-O is attempting to rebrand and hijack the meaning of "FML" (which most of us correlate with when something negative happens) with a hashtag campaign.  While the hashtag is one of the most known and even overused tags, “JELL-O sees these <a href="http://www.businessinsider.com/jello-to-rebrand-the-abbreviation-fml-2013-5#">tweets</a> as a cry for help. A cry to: Fun My Life." With the new campaign, everyone who tweets with the #FML hashtag will be entered to win a branded "Fun My Life" customized package to "get their life back on track." <a href="http://www.businessinsider.com/jello-to-rebrand-the-abbreviation-fml-2013-5#ixzz2blcARS6y">Read more</a>. <img src="https://lh5.googleusercontent.com/ixl6K4DKDtS8-bEHkDUu7xdimulyOsXrchudjGOxFV9MklL8neCetfafU6589WPtcPlVQd6IqLlUXC--3p80o11rQSGbjeNnt_wzQm2h3OKitb-uIxOlXN0p" alt="" width="355px;" height="174px;" />
<p dir="ltr">If you search the hashtag #FML it’s likely you’ll come up with hundreds more of the negative use, than you will the fun JELL-O version; it will be interesting to see how that affects this brands “splash” on the Twitter stage.</p>
Will it stick? Only time will tell. Let us know what you think.