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Jif is rolling out a limited-edition peanut butter to settle the debate over the pronunciation of 'GIF' once and for all

Jif is rolling out a limited-edition peanut butter to settle the debate over the pronunciation of 'GIF' once and for all
Jif



Jif is launching a limited-edition peanut butter label as part of a tongue-in-cheek campaign intended to settle the contentious debate over the pronunciation of "GIF."




The masses, including everyone from former President Barack Obama to the GIF creator himself, have long been at odds over whether the animated video format is pronounced with a hard or soft "G" sound.




"We think now is the time to declare, once and for all, that the word of Jif (with a soft 'G') should be used exclusively in reference to our delicious peanut butter, and the clever, funny animated GIFs we all use and love should be pronounced with a hard 'G,'" Christine Hoffman, Jif's consumer engagement group lead, told Business Insider.




Visit Business Insider's homepage for more stories.



Long before viral sensations like "the dress" divided the internet, another online phenomenon was already polarizing the masses: the pronunciation of "GIF."
The GIF — an acronym that stands for Graphics Interchange Format, a file label for short animated clips — quickly became a staple of the internet after it was created in 1987. Over the course of more than three decades, GIFs have proliferated across social media feeds, serving as their own type of internet lingo.
However, all the while debate raged: Was GIF pronounced with a hard or soft "G" sound?
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