Humour can be a great way for brands to connect with their audiences and April Fools' day provides a perfect opportunity for brands to showcase their creativity and even stir up some good-humoured mischief. In this article, expert marketers share some of their favourite campaigns and pranks from recent years and their views on whether April Fools' stunts are still a smart marketing move. 

The tradition goes back centuries. One of the earliest recorded pranks in Britain happened in 1698: the "Washing of the Lions" hoax at the Tower of London, when visitors were fooled into coming to see the ceremonial washing of the King's lions, which didn't actually exist. Centuries later, brands are still pulling pranks, but now, the stakes are higher.

In the age of social media, where news (real or fake) spreads instantly, an April Fools' stunt can be a marketing masterpiece or a total PR disaster. Over the last few years, there have been some fantastic pranks. We've also seen gigantic misfires with campaigns that confused customers, sparked backlash, or backfired spectacularly.

So, what separates the winners from the flops? And more importantly, should brands even take the risk? In this article, expert marketers offer insights into some of the best (and worst) April Fools' marketing stunts from recent years.

Gareth Hoyle, managing director for Coveragely

Dulux Scratch and Sniff 2024

A campaign perfect for both foodies and interior designers, Dulux's unique Scratch and Sniff paint was a prank that landed really well on April Fools' Day 2024. This PR stunt saw the brand announce a limited edition scented paint range, including Hazelnut Truffle, Chocolate Sprinkles and Cookie Dough, that would fill the rooms with the scents after just two hours.

Why did it do so well? Because it cleverly linked both Easter and April Fools' Day and there was no risk of it being insensitive or taken the wrong way by the audience. It was also a masterpiece, generating plenty of coverage and boosting social engagement on the brand's TikTok and Instagram posts featuring the announcement.

Are April Fools' stunts still a smart marketing move?

April Fools' Day pranks are virtually unavoidable and are part of many big brands' marketing campaign strategies—whether they're hits or misses. With social media, the process of putting together an elaborate April Fools' prank that captures attention and fools plenty of people is much easier, too. If done right, a cleverly designed PR stunt can significantly increase social engagement and brand awareness while entertaining your target audience.

However, be careful to ensure the joke not only matches your usual tone of voice but is also relevant to your business, as it can be a risk. There's nothing more disingenuous than a brand trying to go viral with an irrelevant April Fools prank. It could also damage the trust you have built with your audience if they feel misled or if they feel you're being inauthentic. You also need to make sure that your joke doesn't come across in a negative way. While it may seem harmless, some can come across as insensitive or in poor taste depending on the type of campaign and what's going on in the news. Remember: there's a fine line between funny and offensive.

Charlotte Willcocks, head of strategy at Impero

Dole Hawaiian Pizza Topping 2024

I'm here to make a case in favour of April Fools' campaigns. When done right, they are hugely important in adding some much-needed nonsense and levity into what is otherwise a bloody depressing news cycle. In my mind, the best pranks are those with a genuine human insight at the heart of it, rooted in a quirk of human behaviour, delivered with culturally relevant wit. Now, that isn't for every brand; every year, we should choose carefully when we deploy the 'dank meme lord' that lives within us all. For this reason, my top pick for April Fools done right is Dole Hawaiian pizza topping in a can. Based on an evergreen human question of 'Does pineapple belong on a pizza?' (the answer is yes, obviously), Dole, an established heritage brand, uses April Fools to inject a bit of fun and talkability into its comms. You really cannot beat a classic product innovation moment.

Are April Fools' stunts still a smart marketing move?

Not all April Fools' pranks are made equal. My love for the fine art of April foolery wanes whenever I see the phrase 'launching xx into space'; now, don't get me wrong, I love Who gives a crap's use of Uranus here (see what they did there), but launching a loo roll into space just reeks of '[...] it's the first next week we should really do something'. As an industry, we've only just gotten over the trauma of a decade floating things down the Thames. Space should not be marketing's final frontier; get back down to earth immediately. Rather than sparking backlash being the biggest risk of engaging in some well-meaning April Fools' Day fun, the biggest risk to brands is their efforts having no impact at all.

David Hunter, founder of Local Falcon

Duolingo's "Love Language" 2024

One standout that landed well was Duolingo's "Love Language" April Fools' Day stunt. It introduced a fake reality show where contestants spoke different languages, creating believable confusion and humour. The stunt worked because it blended seamlessly into social media, looking authentic enough to spark genuine curiosity without crossing into controversy. It generated over 7 million views, significantly boosting the brand's mentions. Another example is Peloton's playful announcement of breakdancing fitness classes, which hit the right note by matching the brand's active and modern personality, creating engagement without risking misunderstanding or offending its users.

On the flip side, Google's infamous Gmail "Mic Drop" prank was a glaring failure. By inserting a joke button that sent a humorous GIF in important emails, Google unintentionally disrupted users' professional communications. Some people even claimed to lose their jobs because of accidentally sending the inappropriate GIF to their bosses or clients. It went wrong because it interfered directly with critical communication, highlighting how risky it is when humour disrupts daily activities.

Are April Fools' stunts still a smart marketing move?

Marketers should understand that successful April Fools' pranks must balance humour with careful planning. Stunts should always reflect the brand's image, appeal clearly to its audience, and never negatively impact customers' experiences or trust. If a prank involves real interactions with customers, it should never risk serious misunderstandings or inconvenience. Timing and relevance matter, too—pranks that feel random or disconnected from what the brand typically does usually fail, while those genuinely aligned with a brand's existing identity tend to succeed. The key takeaway is always balancing fun and respect for customers' expectations.

Despite the risks, April Fools' stunts can still be valuable for brands if handled thoughtfully. In our current climate, brands face increased scrutiny, and audiences quickly criticise anything insensitive or misleading. But if executed with careful consideration—funny yet safe—April Fools' pranks can still effectively boost visibility and engagement. The key is preparation and anticipating all possible outcomes, making sure that humour never comes at the expense of respect or reliability.

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