Written by Sophie Babic

The humble April Fools’ Day goes back hundreds of years, but in recent decades it has become a marketing opportunity for brands to engage with their customers in a light-hearted way, taking to socials to cleverly prank their customers and get people talking.  

But be careful what you wish for. A well-executed prank has the potential to go viral, spark conversations, and make a brand more relatable. They also have the potential to stay in consumers’ minds, keeping people engaged long after the 1st of April has passed. 

But there’s a catch; a misfire can be a PR disaster causing confusion, frustration, and even damage a brand’s reputation.  

Over the past few weeks, we have seen the likes of Duolingo, Aldi and Lipton take on the challenge. We explore the campaigns that hit the right note and those that fell flat. 

The risks and rewards of acting the fool 

Some of the biggest rewards on offer, when it comes to April Fools’ campaigns, are the brand exposure and publicity. A successful joke can spread like wildfire, getting shared across social media and picked up by news outlets. It also gives companies a chance to tap into and reinforce their brand personality through humour.  

On the other hand, there is a real risk. Brand reputation is so fragile that due diligence is a must. A stunt that is too misleading or insensitive can backfire, leaving customers annoyed or, worse, pushing them to a competitor. The worst-case scenario will often lead you down the path of public apologies and crisis communications. That’s why it’s crucial to consider whether the prank aligns with the brand’s tone and audience in the first instance. 

Before jumping on the April Fools’ bandwagon, brands should first ask themselves: 

• Does this campaign match our brand identity? A playful brand, like Aldi, can get away with a cheeky joke, but a serious financial institution? Maybe not. 

• Will our audience find this funny? Humour is subjective. What’s funny to one person might be confusing or even offensive to another. 

• Could this cause reputational damage? If there’s even a slight chance the joke could be taken the wrong way, it’s best to steer clear. 

When it works well 

Some brands have mastered the April Fools’ game, turning harmless pranks into marketing gold and this year, they didn’t even waiting for April 1st. 

Take Aldi, for example. The budget supermarket chain, known for its cheeky personality on socials, recently had shoppers in a panic when it announced the “death” of its famous middle aisle. The official Aldi Special Buys Instagram account posted an image with “RIP MIDDLE AISLE.” Fans were quick to react, lamenting the loss of their favourite section. 

Aldi later revealed that “RIP” was actually an acronym: “Really Impressive Prices.” The post was accompanied by a snap of their iconic product range, complete with angel wings on either side. 

When it goes wrong 

Not every brand gets it right. When Lipton Iced Tea recently announced the discontinuation of its beloved Peach Iced Tea, loyal fans went into a panic. The brand had posted an image, using the same angel-wing design aesthetic as seen in the Aldi stunt with the phrase “Rest in Peach.” Confused and upset, customers flooded the comments, questioning the decision.  

Alas, the hint to the prank was not picked up by the masses and, less than 24 hours later, Lipton was forced to set the record straight citing a date mix up: “Peach is here to stay.” 

While this well-intended sparked widespread engagement, media coverage, and sales from customers rushing to stores to stock up, others were left outraged.   

It has even been reported that a percentage of the profits made from the stunt’s sales spike would be donated to charity. 

Last April, X (formerly Twitter) announced plans to make all direct messages, drafts, and bookmarks public as part of its effort to “celebrate transparency.” Whilst the company’s owner is known for failed April Fool’s Day pranks, at best this one completely missed the mark or, worse, it intentionally chose to mock previous user requests to make the social platform safer with their data. 

IMPACT’s do’s and don’ts for cheeky campaigns 

Do’s: 

• Align with your brand identity – keep the humour in line with your usual tone of voice. 

• Keep it light-hearted and fun – nobody wants to see a mean joke. 

• Test the idea internally, consider worst-case scenarios, and always prioritise clarity. 

• Plan for engagement – encourage interaction and make it shareable. 

Don’ts: 

• Risk your brand reputation for a quick laugh – it’s not worth it. 

• Touch on controversial or sensitive topics – stay far away from anything that could offend. 

• Overcomplicate the joke – if people don’t get it instantly, it’s probably not a good idea. 

To explore how to inject humour into your next brand campaign, contact Nicole Webb on nicole@impactagency.com.au