02 Apr April Fool’s Day Campaigns: The Best and Worst Brand Pranks
April Fool’s Day is a golden opportunity for brands to showcase their creativity, humor, and—when done right—engage audiences in a memorable way. Over the years, some companies have nailed their pranks, boosting brand awareness and social media engagement. Others, however, have misfired, leaving customers confused or even frustrated.
Let’s take a look at some of the best and worst April 1st brand pranks—and what they reveal about what to do (and avoid) if your team’s ever planning one down the road.
The Best April Fool’s Day Campaigns
1. Google’s Endless Innovations
Google is a master of April Fool’s Day, consistently delivering clever pranks that feel almost believable. One standout was “Google Nose,” a fake feature that allowed users to search for and experience scents through their devices. It was executed so convincingly that some users genuinely tried it out before realizing the joke.
Why It Worked:
- It was well-produced and believable.
- It played on emerging tech trends.
- It didn’t inconvenience or mislead users in a harmful way.
How It Can Work for Your Company:
- Introduce a playful but plausible feature related to your industry.
- Use high-quality visuals or interactive elements to make it engaging.
- Ensure it aligns with your brand identity to enhance credibility.
2. AMGA’s ‘Rebranding Announcement’ (2023)
The American Mountain Guides Association (AMGA) took a hilariously self-aware route for their 2023 April Fool’s campaign by spoofing their own brand voice. In the fake announcement, they claimed to be rebranding with a new mission centered around buzzwords like “disruption,” “synergy,” and “vertical integration”—corporate jargon that felt hilariously out of place in the world of mountaineering. The campaign poked fun at overly polished, business-y brand refreshes while staying true to AMGA’s rugged, tight-knit community.
Why It Worked:
- Clever Satire: By leaning into exaggerated corporate speak, AMGA made fun of itself and broader rebranding trends in a way that felt fresh and relevant.
- Perfect Audience Fit: The humor hit especially well with their guide and outdoor community, who appreciated the wink at branding excess.
- Cross-Platform Success: The prank was rolled out on Facebook, Instagram, Vimeo, and email, giving it serious reach and visibility.
Big Engagement Wins:
- Facebook: 627.6% increase in engagement with 44.7% reach
- Instagram: 4,490.9% spike in engagement
- Vimeo: Over 8,300 views
Total Impressions: Topped 100,000+ across platforms(source)
How It Can Work for Your Company:
- Poke Fun at Industry Trends: Satirizing something your audience sees all the time (like vague corporate rebrands) can help your campaign stand out.
- Lean into Voice: A strong tone—especially one that contrasts your norm—makes a prank more memorable.
- Multi-Channel = Multi-Impact: Repurpose smart April Fool’s content across platforms to maximize reach and results.
3. McDonald’s ‘Milkshake Sauce Pots’
McDonald’s UK playfully tapped into a real customer behavior—dipping fries into milkshakes—by announcing a fake line of ‘milkshake dipping sauces’ for April Fool’s Day. The prank featured cheeky visuals and product mock-ups for flavors like vanilla, strawberry, and chocolate. While the sauces weren’t real, the campaign stirred up a lot of conversation online.
Why It Worked (with Caveats):
- Tapped Into a Real Trend: Many fans already loved dipping fries in shakes, so it felt oddly plausible.
- Massive Engagement: The campaign reached 9,156,522 people organically compared to 2,013,980 via paid promotion. That means 89.23% of the total reach came from organic traction alone—proving the creative resonated without heavy ad spend.
- Visually Fun & Shareable: The clean product mockups and playful tone encouraged fans to comment, tag, and repost.
Where It Tiptoed the Line:
- Customer Disappointment: Some users genuinely hoped the sauces were real, leading to a bit of letdown.
- Almost Too Believable: The execution was so well done that it blurred the line between prank and promotion.
How It Can Work for Your Company:
- Lean Into Real Behaviors: Base your prank on something customers already do or joke about.
- Prioritize Engagement: Even temporary disappointment can be outweighed by long-term brand love if done tastefully.
- Leave Room for “Maybe One Day…” If fans want it badly enough, consider turning your prank into a real product—or at least tease the idea.
Of course, not every brand hits the mark. While some campaigns leave audiences laughing and sharing, others end up causing confusion, backlash, or even damage to the brand. Let’s take a look at a few April Fool’s pranks that went a little too far—or missed the punchline entirely.
The Worst April Fool’s Day Campaigns
1. Tesla’s ‘Bankruptcy’ Prank
On April 1, 2018, Tesla CEO Elon Musk tweeted that Tesla had gone bankrupt, causing confusion and concern among investors and customers. The prank led to a 7% drop in Tesla’s stock price.
Why It Failed:
- Sensitive Subject Matter: Joking about financial stability can alarm stakeholders.
- Negative Impact: The prank led to a tangible decline in stock value.
- Misaligned Tone: The humor did not align with the seriousness of the topic.
How to Avoid This Mistake:
- Steer Clear of Serious Topics: Avoid pranks related to finances, layoffs, or other sensitive issues.
- Consider Stakeholder Reactions: Think about how different audiences might perceive the prank.
- Maintain Appropriate Tone: Ensure the humor matches your brand’s voice and the subject matter.
2. Volkswagen’s ‘Voltswagen’ Rebranding
In 2021, Volkswagen announced a rebranding to “Voltswagen” to emphasize its commitment to electric vehicles. The prank, released before April Fool’s Day, led to confusion among media and consumers, resulting in negative press.
Why It Failed:
- Premature Announcement: Releasing the prank before April 1 caused genuine confusion.
- Media Misdirection: Major news outlets reported the rebranding as factual, leading to credibility issues.
- Lack of Clear Humor: The prank resembled a standard corporate announcement, making the joke unclear.
How to Avoid This Mistake:
- Time Pranks Appropriately: Ensure pranks are clearly associated with April Fool’s Day.
- Avoid Misleading Media: Communicate pranks in a way that doesn’t deceive journalists or stakeholders.
- Ensure Obvious Humor: Design pranks that are clearly identifiable as jokes to prevent confusion.
3. Bier’s ‘Black Card’ Blunder (2022)
In 2022, UK-based alcohol subscription service Bier ran an April Fool’s prank that turned into a regulatory nightmare. The company notified members that they had won a coveted Black Card—a real, infrequently offered prize that entitles holders to eight free beers every month for life. Since many customers were already familiar with the offer, the message felt legitimate.
The catch? The promo code provided was “SLOOFLIRPA” (April Fools spelled backward), and instead of granting a lifetime of free beer, it gave one free month—followed by a £22.95 monthly charge.
Why It Failed:
- Felt Too Real: Because the Black Card was a known and respected offering, many users didn’t question the legitimacy.
- Financial Deception: Customers felt misled after being unknowingly signed up for a recurring paid subscription.
- Regulatory Fallout: The UK’s Advertising Standards Authority (ASA) received numerous complaints and issued a formal warning, stating the company had falsely implied users had won a prize—violating ASA regulations.
How to Avoid This Mistake:
- Don’t Trick People Into Paying: Humor is fine—but misleading people into financial commitments is never a good idea.
- Avoid Real Prize Confusion: If a promotion looks too much like a legitimate reward your brand already offers, make the prank painfully obvious.
- Stay Within Ad Guidelines: Know your country’s advertising laws—violating them for a laugh can cost more than it’s worth.
April Fool’s Day can be a brilliant moment for brands to stand out—but as we’ve seen, not every joke lands. The best pranks tap into existing fan behavior, deliver clever storytelling, and boost brand love without crossing a line.
The worst? They leave customers confused, frustrated, or even trigger legal action. As you plan your next April 1st stunt, remember: humor is powerful, but so is trust. Use this day to surprise and delight—not to risk your reputation.
While April Fool’s has passed, there are still plenty of holiday’s to plan for. If you are ready to make your brand standout, contact us today.