To mark April Fools’ Day, we want to share some PR tips, tricks and pitfalls which can make or break your campaign. Every year, April Fools’ pranks capture headlines and public attention, whether for good reasons or bad. Like or loath them, it’s a chance for brands to display their creativity and connect with people through humour, leading us to fondly remember many of the fake product launches and outlandish announcements of years gone by.
Some of our favourite April Fools’ pranks:
Kit Kat’s ‘Take Five’ Bar
Kit Kat playfully announced adding a fifth finger to their classic four-finger bar, promoting the tagline change from ‘Take a Break’ to ‘Take Five’. This cheeky press release sparked mass debate and news headlines.
Key takeaway: Make it almost believable.
Dulux’s ‘Scratch & Sniff’ Paint
Dulux shared a Facebook video revealing a limited edition range of scented paints, including flavours like Hazelnut Truffle and Cookie Dough. The idea of walls emitting delightful scents amused many as a playful concept.
Key takeaway: Link to your brand/products.
Cathedral City and Iceland’s Cheddar Cheesecake
Iceland and Cathedral City teamed up to launch a 12kg cheesecake made out of actual cheddar cheese and a cream cracker base. They launched it the week before April Fools’, with an expiry date of 1st April, making it more believable for customers.
Key takeaway: Collaborate with like-minded brands.
An April Fools’ prank gone wrong:
Volkswagen’s ‘Voltswagen’ prank
Volkswagen announced they were renaming their brand ‘Voltswagen’ to emphasise their commitment to electric vehicles. Volkswagen reassured reporters the story was true leading many of them to report it as fact. When Volkswagen came clean, many journalists felt their trust had been violated and the CEO was forced to apologise. Volkswagen were again branded as liars, further damaging their reputation after the Dieselgate scandal.
Key takeaway: Don’t risk real relationships for the sake of the joke.
Linking to noteworthy dates on the calendar, such as 1st April, continues to offer a uniquely effective way of getting people talking about your brand. But before you dive in, check out these Tonic tips to make sure you don’t end up being the butt of the joke.
Think about your brand voice
April Fools’ can be a great opportunity to showcase your brand’s personality and creativity. But before you plan your big reveal, make sure your stunt aligns with your brand’s tone and values. A light-hearted and playful brand can definitely get away with a cheeky prank, while a more serious or corporate brand may find it harder to pull off without confusing or alienating its audience.
Could it cause harm?
Think about customers, employees and anyone else who might see your stunt. If you were to assume that everyone takes it seriously, would this cause anyone harm or distress? If the answer is yes, we suggest you choose a different route. PR is about building relationships, and an ill-judged joke could jeopardise stakeholder trust, damage your reputation, and even leave you vulnerable to legal action. At Tonic we’re used to helping companies recover when they’ve got it wrong, but a well-planned PR campaign can avoid that hassle altogether.
Utilise your socials
Social media is a powerful tool for an April Fools’ PR prank. However, be prepared for all kinds of reactions. Not everyone enjoys being fooled, and if your joke misfires, negative comments could quickly gain traction. Actively monitoring sentiment and responding appropriately to comments can keep everything upbeat and playful.
April Fools’ is an opportunity for PR teams to be innovative and have fun, but it should never come at the cost of your brand’s credibility. If done well, it can provide a memorable moment for your audience and reinforce positive brand associations. If done poorly, it can cause lasting damage.
