It’s April 1, and for the first time in recent memory, no marketers have made any plans to take advantage of the day with a wacky product or crazy advertising campaign or stunt.
April Fool’s.
There is no way the industry would miss out on a day to come up with a silly campaign idea or product that might garner a little attention (and perhaps a little more virality) on a day of pranks and jokes. So, without further ado, let’s get to some of what’s in store for the day.
Sumo Citrus
As the sweet citrus fruit wraps up its high season, Sumo Citrus claims to have come up with the exact opposite product: a bite-sized option called “Nano Citrus.” Coming in at the size of fingernail, the new fruit has the same features as its larger cousin, including the Top Knot,, sweet taste, easy peel and seedless fruit.
Thinkies
From the candy brand that really has no claim on intelligence apart from its name – Smarties – comes Thinkies, a new snack created in partnership with Quizlet. The treat, endorsed by the supposedly real Academy of Awesome Snacks & Gettin’ Straight A’s, is designed to boost studying enjoyment and enhance brain power. A promotional video claims Thinkies are “guaranteed to make you 78% more confident in your wrong answers.”
Spritz Society
It may be April Fool’s Day, but Passover is just around the corner. Spritz Society, which in 2022 introduced a Sour Pickle-flavored spritz (which eventually became a reality), is introducing a new unique flavor: “Grape by Manischewitz.”
Taylor Morrison
Home builder Taylor Morrison is looking out for the four-legged family members with the launch of ReTreats, a line of custom-built pet homes that will “provide pets with a luxurious, comfortable, and personalized living space.” Cat homes allegedly include amenities such as a catnip zen garden, outdoor lighting that can shift into laser-pointer mode and a retractable sunroof for ideal catnapping. Dog homes, meanwhile, include self-cleaning grass, a shower with an option to rain tennis balls and a self-dispensing treat machine.
Grindr
LBGTQ+ dating app Grindr is addressing one ”On ‘Til Dawn” Mattifying Setting Spray. The repackaged product features a ruler on the can “to measure what really matters” and eliminates the need for a soda can or shampoo bottle for a point of reference. “It’s the collaboration no one knew they needed, but every beauty lover (and top, vers, bottom, side) will wish was real!” according to the press materials.
BODYARMOR
The Official Sports Drink of the NHL is taking advantage of all that hockey hair to launch a new innovation: BODYARMOR Sports Performance Shampoo. The fake hair care product offers the promise of real ingredients and no artificial dyes and is “scientifically formulated to ensure the perfect balance of electrolytes and vitamins to support healthy hair care for all.” What’s not a joke, however, is that the brand is offering a chance for fans to win tickets to the Stanley Cup Finals through the fake product’s microsite.
Dude Wipes/Manscaped
What is it about men’s grooming and April Fool’s? In addition to BODYARMOR, Dude Wipes and Manscaped are offering up a grooming device that promises to take care of “the land down under” in its entirety. The fake (we’re assuming) tool features interchangeable heads for “optimal trimming, buffing and cleansing,” the latter of which can be used with a Dude Wipe topper to “spin your butt clean.” Meanwhile, the product’s “conical blade head ensures gentle entry and continues contact for a smooth trim.”
OLIPOP/Hidden Valley Ranch
Continuing the partnership theme, Olipop Soda claims it is producing its first savory offering by partnering with Hidden Valley Ranch on a “Ranch Lovers Pack” of functional soda. The product supposedly comes in four flavors: Ranch, Jalapeno Ranch, Garlic Ranch and Hot Honey Ranch. To add some authenticity to the product, Olipop sent cans – not filled with the flavored soda – to influencers, encouraging them to make April Fool’s content around the ranch theme, so don’t be surprised if you see a few popping up on your “for you” pages.
Priceline
Comedian and actress Atsuko Okatsuka will promote a set of “Actual Reality Goggles” for the online travel company. Though the product is a joke, the message is real: escape the doom scrolling and fantasized worlds and book an IRL vacation right now. The goggles, which are just a headset with nothing in between the wearer’s eyes and the world, “seamlessly integrate with the Priceline app,” for the ultimate experience.
Josh Cellars/Joss and Main
The winemaker and furniture maker are coming together to promote a new line of couches and chairs that come pre-marked with wine stains. The spills are going to happen, so why not make them part of the design?
Grillo’s Pickles/Furby
The cult favorite refrigerated pickle brand is teaming up with the nostalgic 90s toy for an Instagram takeover to reveal that Furby is, in fact, obsessed with pickles.
Reese’s
Reese’s is introducing a new product on April 1 in the form of branded “Chocolately Bread” that the brand claims is the best base for peanut butter and jelly sandwiches. Not sure why the brand would launch that product on April 1, when April 2 is National PB&J Day (unless there’s something else that might be happening on that day…).
Paul’s
Boston-based restaurant Paul’s says it will introduce a “Boston Lobster Roll Lip Gloss” on April 1. The product allegedly features a proprietary blend of real knuckle and claw lobster meat, clarified butter and a “hint” of Boston Harbor water to give people the taste of a lobster roll on their lips all day long.
Heineken
And finally, blurring the lines between joke product and reality, Heineken is launching a skin cream called The Heineken Smootheriser. The product, which allegedly takes the taste of Heineken Silver and turns it into a skin cream, will launch in Cambodia and Taiwan as a limited-edition product. Though it seems like a joke, and is being announced on April 1, the company insists the product is real and “blurs the line between parody and possibility.” The company will give away 1,000 boxes of the product through select activations.
