Well I do believe this is is a great idea.
Jell-o has taken one the most popular hashtags and created the brand around it. Instead the traditional use of #fml “fuck my life” Jell-o has funned it up.
As far as the brand is concerned #fml mean “fun my life”.
Until June 14, everyone who tweets the #FML hashtag is entered into a site, 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 jelloFML.com, which also shows how the brand is tweeting at #FML-ers.