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Key Takeaways:
- April Fools’ Day stunts help brands grab attention, start conversations, and improve engagement.
- Some brands go beyond pranks by offering real promotions or products that build trust and customer loyalty.
- A well-executed April Fools’ campaign can keep a brand top-of-mind and create lasting connections.
It’s clear: April Fools’ Day is a decisive marketing moment, a strategic way to drive engagement, spark conversations, and keep audiences coming back for more.
Every year, brands and agencies push the envelope with clever April Fools' Day campaigns. But not all of these brilliant moves make the headlines.
Some of the most clever campaigns flew under the radar, leaving a lasting impression on those who were in the know. These marketing stunts were just as much about the humor as they were about creativity and innovation.
From fake products, like Chicken Tikka Masala ice cream, to attention-grabbing social media moments, these are some of the most outrageous and hilarious April Fools' Day campaigns you may have missed:
1. LPC & Mooala’s Pickle Milk
Pickleball-inspired clothing company Le Pickle Club teamed up with Mooala, an organic plant-based milk producer, to introduce “Pickle Milk”.
The collaboration also announced a giveaway:
- A case of Mooala simple pickle milk
- A Le Pickle Club sweatshirt & hat
- A $25 Whole Foods gift card
The catch? It’s not real, except for the prize. The competition ends on April 7 at 11:59 PM CST.
-content.jpg "Pickle Milk | Source: Le Pickle Club")
The prank was announced via their social channels on the morning of April 1.
2. Dunkin’ Offers Real Deal
Dunkin’ took a different approach this year, offering guests a real limited-time deal to mitigate the trust issues often associated with this particular day:
One million free hot or iced coffees or cold brews of any size to Dunkin’ Rewards members, while supplies last.
-content.jpg "Dunkin’s Not April Fools Stunt | Source: Dunkin’")
Dunkin’ Rewards members must enter the promo code “ThisIsNotAJoke” on the app.
By leveraging the skepticism of April Fools’ Day, Dunkin’ created a positive surprise. This approach stood out because it built trust and customer loyalty by offering real value instead of a prank.
Unlike typical pranks that generate buzz but little direct action, Dunkin’ turns the moment into a strategic customer acquisition and retention play.
3. Deep Indian Kitchen’s Indian Ice Cream Launch
This year, Deep Indian Kitchen — the fastest-selling brand in natural frozen entrees — “launched” a series of limited-edition Indian Ice Cream flavors.
It all seems normal until the inspiration for each dessert is revealed: Chicken Curry, Chicken Tikka Masala, Spinach Paneer, Butter Chicken, and Chicken Vindaloo.
-content.jpg "Deep Indian Kitchen’s Range of Ice Cream Flavors for April Fools’ Day | Source: Deep Indian Kitchen")
While a fun twist on the brand’s classic offerings, this prank did more than get a few chuckles. It sparked genuine curiosity, with some fans even wishing it were real.
Deep Indian Kitchen’s prank entertained, drove engagement, and reinforced customer loyalty.
4. Hasbro’s Fun New Social Stunts
Leaning on the power of brand collabs and game twists, toy manufacturing and entertainment company Hasbro pulled out all the stops across Instagram, TikTok, X, and more.
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Several Hasbro brands participated, including:
- FURBY introduced “Pickled FURBY” with Grillo’s Pickles
- Peppa Pig unveiled “Mummy Pig’s Mud Spa”
- PLAY-DOH revealed a new scent featuring vintage skunk spray
- MONOPOLY announced the latest board game, “MONOPOLY: April Fools’ Edition”
- Hasbro Games went rogue with Connect 2, No Clue, Twister Lite, Guess What? and Sorry! Canadian Edition
- Transformers revealed a cologne that’s “More than meets the nose”
- NERF launched “Super Dryer” (a play on the traditional leaf blower)
- G.I. JOE unveiled the Cobra Currency Crypto Coin
Hasbro put a playful spin on its most beloved brands, from Pickled FURBY to a skunk-scented PLAY-DOH, proving that even iconic characters can get in on the joke.
5. Fun Pranks from CELSIUS + Overwatch 2
Each year, Overwatch 2 releases a full game mode that amps up every hero to their most over-the-top, chaotic state. There were no exceptions for 2025’s edition of April Fools’ Day.
Introducing: “Totally Normalwatch. Nothing really to see here — no fancy brand game in the Arcade section (wink)”.
Players can experience some wacky hero updates, featuring shooting googly eyes, characters being tethered together, and more from April 1 to April 14. In addition, challenge prizes include some serious cosmetics like the “Rainy Ducky Orisa Legendary Skin”.
-content.jpg "Blizzard Entertainment’s April Fools’ Press Release | Source: Blizzard Entertainment")
Meanwhile, CELSIUS energy drinks developed a line of “new” products perfect to put that extra zip in your step:
-content.jpg "Source: CELSIUS")
The line-up includes two new pocket-sized energy products: CELSIUS Rip Sticks and CELSIUS Fueld. Each carries a certain amount of caffeine, in various flavors:
- Kiwi Strawberry
- Wild Berry
- Orange
- Arctic Cherry
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Despite it being a prank, the announcement drew an overwhelmingly positive response on Instagram, with fans begging CELSIUS to make the products real, calling them “the best invention” and predicting they would “do NUMBERS.”
6. INNOCEAN's April Fools' Brand Refresh
Backed by “a whole new visual identity”, Innocean Berlin announced its “full-blown transformation of the soul, the body, and, yes, even the wardrobe”.
It’s not just another ad agency — it’s the industry’s first healer.
-content.jpg "Innocean Berlin's Bold New Rebrand | Source: Innocean Berlin")
Gabriel Mattar, ECCO of Innocean Berlin, said the agency wanted something deeper than the typical “solving problems” shtick:
“Agencies love to say they ‘solve problems,’ but let’s be real, most just dress up the pain and hope no one notices. We’re not here to make brands look good for a season; we’re here to make them work long-term. Strategy, media, creativity - it all comes together like a well-written prescription.”
Innocean Berlin framed its rebrand as a shift from surface-level problem-solving to a deeper, long-term approach that incorporates creative strategy, media, and creativity like a prescription.
7. 1924 Wines’ Limited-Reserve Beard Elixir
Grooming routines will never be the same thanks to the magical blending of 1924 Wines’ Limited-Reserve Bourbon Barrel-Aged Cabernet Sauvignon-Infused Beard Elixir.
You read that right.
The natural properties of 1924 Wines’ grapes offer users actual overnight aging effects — think George Clooney-level suave in just 24 hours.
-content.jpg "1924 Wines’ Limited-Reserve Bourbon Barrel-Aged Cabernet Sauvignon-Infused Beard Elixir | Source: 1924 Wines")
The winemaker is keeping things on-brand, pricing the beard elixir like its wines, and making it available for a limited time only — or not.
8. Stunts from Auntie Anne’s, Cinnabon, McAlister’s & Jamba
These brands pulled off some deliciously deceptive pranks this April Fools’—here’s a look at their playful (and pretend) product launches:
Pringles x Auntie Anne's Butter and Salt Crisps
Auntie Anne’s and Pringles are serving up the ultimate salty snack mashup—pretzel-inspired crisps packed with rich, buttery flavor and a perfect sprinkle of salt. Sounds too good to be true? That’s because it is.
Cinnabon rebrands to "Cinna"
Cinnabon is dropping the "bon" because, these days, sweet treats are best enjoyed through a straw. With dirty sodas, boba, and bold new drinks on the rise, it’s clear fans want their indulgence sippable.
-content.jpg "Jamba x Smucker’s Electric Berry Lemonade Jam, Pringles x Auntie Anne's Butter and Salt Crisps, and McAlister’s Pickle Tea")
McAlister’s Pickle Tea
McAlister’s is mixing things up with a surprising new drink—Pickle Tea. It’s exactly what it sounds like: their signature sweet tea with a briny, tangy twist. Love it or hate it, this unexpected combo is turning heads.
Jamba x Smucker’s Electric Berry Lemonade Jam
For this limited-edition collaboration, Smucker’s and Jamba teamed up to launch an Electric Berry Lemonade Jam just in time for spring. Inspired by one of Jamba’s popular smoothies, the jam blends sweet and tart flavors for a bright, tangy twist. The partnership brings a playful crossover between the two brands, offering a new way for fans to enjoy Jamba’s signature flavors beyond the smoothie cup.
April Fools’ Day Helps Brands Build Lasting Connections
Audience engagement, brand visibility, and improved customer relationships are all benefits brands can tap into through April Fools’ Day campaigns.
More importantly, however, the wacky holiday provides brands with an excuse to "try something different," and communicate in a way that breaks through the noise.
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This is especially important today, as audiences are constantly bombarded with marketing messages and have become skilled at tuning out those that don’t resonate with them.
By stepping outside the usual advertising formula, brands have the opportunity to more effectively reach new audiences who might be fatigued by the same old messaging.
The element of surprise and humor in marketing not only sparks curiosity, but it also invites audiences to engage with a brand in a more memorable and personal way.
Overall, brands and agencies must remember that a clever April Fools campaign isn’t just about getting laughs. It should grab attention and help brands connect with customers.
When done right, it keeps a brand memorable and turns a one-day joke into ongoing engagement.
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