April Fools’ an opportunity to make a mark

April Fools Day can serve as a playground for brands and their marketing efforts. It’s a great way to have a bit of fun, get people talking and show off some creative flair that leaves a lasting impression long after the joke’s over. 

We’ve cherry-picked some of the very best April Fools campaigns that have really made an impact over the years:

Duolingo Toilet Roll

Duolingo love a good April Fools. In 2021, they introduced ‘Duolingo Roll’ ‒ toilet paper that teaches you new languages while you, well… sit and learn. Designed for English, Spanish, Japanese, Portuguese and Chinese speakers, this prank had everything: a dedicated landing page, custom branding for each roll and even scientific ‘research’ to back it up. They went all in, even throwing in fake customer reviews ‒ some of them not so glowing.

Why did it work?
Duolingo has always been a quirky brand. From a fake dating show to the death of their mascot owl, they’re not afraid to have a bit of fun ‒ which is why Duolingo Roll slotted perfectly into the April Fools slot.

The takeaways?
When a brand has a strong identity and sticks to it, these kinds of stunts really pay off. Staying true to your brand makes your marketing more memorable, more shareable and way more fun for your audience.

McDonald’s ‒ Milkshake Sauce Pots

Back in 2016, the fry-in-milkshake debate had everyone dipping their chips in a shake ‒ so McDonald’s turned the trend into a full-blown campaign. By 2019, they took it up a notch, announcing sauce pots inspired by their classic milkshake flavours: banana, strawberry, chocolate and vanilla.

Why did it work?
With a thorough mix of excitement and horror, it only fuelled the milkshake debate. With over 2 million post clicks, it proved one thing ‒leaning into what your audience loves (or loves to debate) is a recipe for engagement.

The lessons?
Stay tuned in to what your audience is already talking about, have fun with it and don’t be afraid to spark a reaction (within reason). 

Walkers Sandwich Crisps

In 2022, Walkers’ #CrispIN vs. #CrispOUT campaign had the UK split over the ultimate sandwich dilemma ‒ crisps inside or on the side? After discovering that 98% of people agreed crisps and bread were a winning combo, Walkers took things up a notch for April Fools. They teased the launch of giant, bread-shaped crisps, perfect for tucking into your sandwich or munching on solo.

Why did it work?
Walkers listened to their audience. By building on an existing conversation and using real customer insights, they kept fans engaged and made their April Fools prank feel believable. 

The takeaways?
Great campaigns don’t happen in isolation. Knowing your audience and keeping track of what resonates with them can create a stellar campaign that lasts beyond April 1st. 

Miz Mooz Selfie Shoes

In 2015, boutique shoe brand Miz Mooz launched their ‘Selfie Shoes, a playful, yet small stunt that took the internet by storm. The concept? Stylish shoes equipped with a docking port at the toe, allowing wearers to capture hands-free selfies with a simple foot lift. The campaign was backed by a high-quality video and press push, making it feel like a genuine product. 

Why did it work?
Miz Mooz tapped into the selfie obsession at the time and delivered it in a way that was both hilarious and shareable. The campaign exploded, racking up over 2 million YouTube views, securing worldwide coverage and generating over 12,000% more conversation about the brand.

The takeaways?
A well-executed April Fools prank can put a brand into the spotlight ‒ even a smaller one competing with industry giants. By playing into cultural trends and crafting a campaign with viral potential, Miz Mooz proved that even small brands can steal the limelight with the right idea at the right time.

April Fools stunts just show how a bit of humour and creativity can truly make a mark on your audience ‒ so much so that brands aren’t waiting for April fools any more. Take Duolingo’s “Death of Duo the Owl” stunt in February, or Liptons Iced Tea’s discontinuation of its infamous Peach flavour in March ‒ they both sparked huge conversation online, and put the brands front and centre of people’s minds.

So, is a well-executed April Fools prank worth it? Yes! 

Let’s see what the big boys have up their sleeves this year…