It can be hard to know quite what to believe on April 1.
Social media is full of organisations issuing fake announcements, mock videos and made-up press releases.
At a time when it can feel like we are surrounded by stories of doom and gloom, it's an opportunity for brands to show their fun side and offer some light relief.
But when fake news and misinformation pose risks for companies and can trigger crisis communication incidents, there are questions about whether it is foolish to get caught up in these brand shenanigans.
Whatever your view, there were some who did it well this year.
Here’s our collection of the ones that stood out. And the story of one well-known brand that found pranks can be no laughing matter.
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Dulux hit the topical target with the announcement it was retiring its iconic Old English Sheepdog mascot in favour of a King Charles Spaniel “in honour of the King’s Coronation”.
For 62 years, the iconic Old English Sheepdog has reigned…now the King Charles Spaniel takes the throne in honour of the King's Coronation 👑#DuluxUK pic.twitter.com/v1O739eijd
— Dulux UK | Colour & Inspiration (@duluxuk) April 1, 2023
Another timely prank – given the subject seems to rarely stray far from the headlines – was the launch of Matt Hancock’s Cheddar.
Creative agency isobel said: “Just when you thought Matt Hancock couldn’t get any cheesier, it has been revealed that he has hired a London advertising agency to help with the next stage of his brand building exercise.”
It went on to say one of the politician’s aims for launching the cheese was to “normalise politicians” and make them “relatable”.
And added: “Everyone loves cheese so why not create a cheese brand for the people?”
Who wouldn’t want to add a knob of that to their cooking?
INTRODUCING MATT HANCOCK’S CHEDDARhttps://t.co/D3HxSPdF8A#cheese pic.twitter.com/hlJhMeXRsL
— Pressat (@pressat) April 1, 2023
Eager drinks chose April 1 to launch its latest delicious flavour – cabbage juice. Ed Rigg, the company founder, commented: "Your wish is our command and we're thrilled to unveil our freshest flavour yet. We know you've all been asking for it and eagerly anticipating the launch. We can't think why this has never been done before..."
Coming at a time when the government is urging us to embrace turnips, I was not entirely sure this one was a joke.
Thorpe Park hooked its prank on the popularity of buying second-hand, announcing it was launching a pop-up store for footwear lost on its rollercoasters.
The ‘Lost Souls Pop-Up’ promised bargain hunters their pre-loved fix.
The aptly named store manager Clair Jordans said: “The trainer re-sale market is booming, this is a fantastic initiative to utilise the lost and not-found unclaimed shoes."
Our new second-hand footwear store, 'Lost Souls Pop-Up' is coming soon to #ThorpePark so you can get your pre-loved fix🙌
— THORPE PARK Resort (@THORPEPARK) April 1, 2023
The collection have fallen directly from your feet into the safety nets below whilst on our leg-dangling thrill coasters🎢
What shoes are you hoping for?😏 pic.twitter.com/ZxBEBVDGMY
Dating app Tinder joined in the fun, announcing profile pictures would be moderated to exclude those showing someone with the fish they had just caught – something that has apparently become ubiquitous on dating platforms.
The unlikely named Sal Mon, head of community pictures at Tinder, said: “We are always listening to our members and it's clear that the ubiquitous fish pic is something that needs to be addressed on our app.”
⚠️This is now a fish free zone⚠️ pic.twitter.com/9xYbRM2NSl
— Tinder (@Tinder) April 1, 2023
A prank with a subtle nod to listening to customers – it had us hooked.
And all these gags – as well as some that landed a bit flatter – gained great media coverage. The Metro, Daily Mail and The Mirror are a few of the publications that carried round-ups of the ‘best April Fools’ pranks.
But no April Fool’s Day would be complete without the tradition of at least one brand scrambling into crisis mode and issuing an apology.
One of the most memorable recent ones happened in 2021. Volkswagen endured a PR nightmare when a prank that it was changing its name to Voltswagen – to mark its shift to electric vehicles – was released early.
Several news organisations reported the fake press release as news after being assured it was not a joke.
When the car giant subsequently admitted it was a stunt, the Associated Press labelled it “an unwelcome prank” and added it had “purposely hoodwinked” reporters.
Automotive News ran the headline ‘VW lied to sell diesels; now it lied to sell EVs’.
This year it was Royal Mail who found April Fools’ Day anything but fun.
It was at the centre of a series of negative headlines after a prank failed to hit the (post) mark.
Its Gloucester North delivery office displayed a letter promising workers – caught up in a long-running dispute over pay and conditions - an 11 per cent pay rise.
The poster also promised a fleet of new vehicles and bikes and a recruitment campaign.
Royal Mail apologises for 'nasty' April Fool's Day prank telling striking staff everyone was getting an 11% pay rise Daily Mail
Royal Mail forced to apologise for 'nasty' April Fools' prank about staff payrise Mirror
Royal Mail apology after boss offers pay rise in April Fool’s prank The Times
Royal Mail staff offered 11pc pay rise – as an April Fool The Telegraph
The stunt was labelled “tone deaf” by the Communication Workers Union
The Royal Mail responded by delivering a mediocre apology.
A spokesperson said: “The poster was removed and the local manager has apologised.
"We apologise for any upset caused by this misjudged April Fools' joke at one of our delivery offices.”
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Everyone messes up. And pranks can be a minefield.
But when an organisation makes a mistake, it must do better than apologising “for any upset.”
That feels lazy and a bit of a token gesture.
And the story also serves as a reminder that a crisis can strike any organisation at any time. Who has staff jokes included in their crisis communication plan?
A round-up of the best of April Fools’ Day, together with serious crisis communication lessons? That’s no prank.
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