Procter & Gamble is trying to lay claim to some of the internet’s most popular acronyms. The enterprise has applied to trademark NBD, WTF, FML, and LOL, which it plans to plaster onto bleach boxes, shampoo bottles, and more of its household and personal care items. Though the brand might be feeling pressure to capture younger shoppers who are often lured by new brands, is it missing out on more fundamental changes in favor of a message modification?

Though Procter & Gamble retains the top spot in Gartner L2’s Digital IQ Index: Personal Care this year, the brand neglects some basic digital investments with a few of its brands. Even Gillette, which earned the number one spot in the ranking, fails to feature fluid category pages (despite having a large assortment of products) which encumbers the browsing experience. As mobile gradually becomes the norm, this could eventually nick at Gillette’s winner position and pull P&G down with it. Instead of altering messaging, P&G might want to reconfigure Gillette’s products to suit mobile device orientation and avoid the dreaded and unbecoming empty screen space that otherwise occurs. Procter & Gamble also loses out on websites, with hygiene brands Tampax and Always devoid of handoff to e-tailers from their product pages.

While communication is certainly a key factor in selling, improving consumer navigation and mobile experiences are pivotal on the path to purchase. Until its clear whether customers respond to the colorful new words, P&G should consider livening up its brands’ mobile interface to be more dynamic and responsive to browsers’ needs.

Daily Insights in Your Inbox