Marketers Try to Be ‘Kewl’ With Text-Message Lingo

Ads with abbreviations aim to reach teens. But one hurdle for marketers: making sure that moms, who often do the family shopping, get the shorthand.

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Marketers Try to Be ‘Kewl’ With Text-Message Lingo - WSJ.com
OMG, ads r kewl!

Brace yourself, big marketers are getting hip to text-message lingo. In ads that begin in two weeks for a new line of Degree deodorant for teen girls, Unilever is highlighting “OMG! Moments.” Print ads running in magazines such as Seventeen and CosmoGIRL show “High School Musical” star Ashley Tisdale at a glitzy affair discovering that she has toilet paper stuck to one of her shoes.